In September 2025, Dans le Noir? Parfums had the honor of representing France at the G20 in Johannesburg, alongside impactful entrepreneurs from around the world. This rare invitation recognizes both the originality of our approach and more than twenty years of commitment to a model where the enhancement of the senses and human diversity are at the heart of the action.
A unique fragrance, a symbol of meaningful luxury
Launched in 2024, the Eau de Parfum de Nuit Dans le Noir? has established itself in just a few months as a bold and unique olfactory creation. Designed in absolute darkness with blind experts and perfumer Suzy Le Helley (Symrise), it reinvents the perfume experience by freeing the sense of smell from visual standards. A finalist at the Fragrance Foundation France Awards and winner of the Indies Day Awards, it has been praised by the international press, with Marie Claire even naming it the number 1 perfume for nighttime.
More than a fragrance, Eau de Parfum de Nuit is a sensory ritual designed to accompany nighttime intimacy, awaken emotions, and create a deep connection between skin and memory. It is also the first fragrance in the luxury world designed with the direct contribution of people with disabilities, a pioneering approach that opens new perspectives in olfactory creation. Its recognition at the highest level confirms that the luxury of tomorrow is no longer defined solely by the rarity of an ingredient or the sophistication of a bottle, but also by the values and vision of those who wear it.
A pioneering group in inclusion and innovation
Beyond perfume, Dans le Noir? is above all an international group, founded in Paris in 2004 and now present in some fifteen major cities around the world. Its founding concept—a gastronomic experience in absolute darkness led by blind guides—has revolutionized the codes of haute cuisine by placing trust, sensoriality, and inclusion at the center of the experience.
This success has continued with sensory spas, which offer immersive wellness experiences, and now with luxury perfumery. This diversification illustrates a strong consistency: enhancing the senses in a different way, by creating unique experiences that inspire, question, and bring people together.
Across its various branches, Dans le Noir? recruits more than 50% of employees with disabilities, primarily sensory disabilities. Far from being a constraint, this uniqueness is an asset and a true lever for excellence. In the world of perfumery, the contribution of blind experts allows us to go further in olfactory exploration, freeing creation from visual biases and giving full scope to emotion. In our restaurants and spas as well, this singular sensory approach creates a unique value, transforming our experiences into international benchmarks.
This model also attracts many able-bodied talents, eager to join a company that carries meaning and social innovation. It inspires other players, notably large hotel groups in France and internationally, who choose to integrate a Dans le Noir? experience within their establishments and to involve their own teams.
Being present at the G20 is a way of demonstrating that France can shine in the world by embodying innovative, inclusive luxury that embodies human values. It is a reminder that inclusion is a strength and that performance, creativity, and social responsibility are not opposed but rather mutually enriching.
