The History of the Hero: Diptyque Baies
In today’s home-fragrance arena, aesthetic is as critical to a brand’s success as aroma. New names are launching at a remarkable rate, banking on arresting design and attention-grabbing names. Pluviophile, Wag Club and Croissant are all recent niche candle launches (as is Jacob Elordi's Bath Water, but the less said about that one the better). These talking-point tactics make sense in today’s digitally dominated shopping landscape, helping new fragrance brands override the obvious barriers to purchase.
But while viral moments may come and go, there’s one brand that has steered clear of quick wins, resting on something that most no longer possess: heritage. Diptyque, the 63-year old fragrance brand, has stayed true to its artistic roots and traditional craftsmanship for the past six decades, cultivating a hyper-loyal following along the way.
There are many olfactory hits in the Diptyque repertoire, from the intoxicating tuberose of Do Son to the milky fig Philosykos. But if there’s one that’s perhaps the most worthy of ‘icon’ status, it has to be the Baies candle: a green, nose-twitching ode to the blackcurrant bush, and for many, the gateway to Diptyque’s well-travelled world.
“The inspiration for the Baies fragrance comes from the natural, fresh aroma of blackcurrant berries freshly picked from the bush, combined with the lively floral notes of roses,” says Diptyque CEO, Fabienne Mauny. “It captures the essence of nature's abundance, blending the tartness of the berries with the vibrant elegance of the rose.” Indeed, it’s clear to see why the scent, for many, serves as a perfect introduction to the brand: it’s unique without feeling risky to gift, memorable yet crowd-pleasing.
Mauny credits the phenomenal success of Baies to its wide-reaching appeal. “The harmonious blend of fresh and floral notes appeals to a wide range of preferences. The combination of the tart, invigorating aroma of blackcurrants with the delicate, elegant scent of roses creates a fragrance that is both refreshing and sophisticated. This versatility makes it suitable for any setting or season, and its simplicity and elegance embody the essence of Diptyque’s philosophy: capturing the beauty of nature in a refined and timeless manner,” she says.
Of course, decade-spanning success rests on more than a hit scent: Diptyque’s candles are also known for their room-filling potency, perfuming the most high-ceilinged of spaces often before the wick is even lit. The brand still follows the same traditional production methods it forged in the Sixties, using a custom blend of up to eight types of wax, ensuring a perfect burn and maximum scent diffusion.
Even if you haven’t yet experienced the lit scent of Baies, it’s likely you’ve seen one of these candles, either in real life or peppered throughout a well-curated Instagram grid. Like many beauty brands, the social-media boom of the past decade has brought a whole new generation to the brand: as that instantly recognisable black and white votive has become a marker of good taste, Millennials now buy in for the aesthetic as much as they do the fragrances. “We have noticed a growing interest from a younger demographic, largely influenced by social media platforms like Instagram,” says Mauny. “This shift has been very exciting for us, as it shows that our brand’s appeal transcends generations. It is gratifying to see that the elegance and artistry of Diptyque continues to resonate with people of all ages.”
The illustrative oval design that flows across every Diptyque creation wasn’t created to appease the camera lens, though. Inspired by artistic references ranging from Egyptian cartouches to poetic calligrams, it was conceived by the three late founders: Desmond Knox-Leet, Christiane Montadre Gautrot and Yves Coueslant, a painter, architect, and theatrical designer respectively.
“The legacy of our founders resonates in every creation,” says Mauny. “Our fragrances are crafted with the meticulous care of a painter preparing their palette, blending raw materials to evoke vivid sensory experiences. The architectural influence brings a sense of balance and structure to our creations, while the theatrical designer's flair for storytelling infuses our fragrances with narrative depth, transforming each scent into a sensory journey.”
The brand continues to honour the art-world associations of its founders through its collaborations, eschewing the celebrity world in favour of the likes of Hiroshi Sugimoto, Rabih Kayrouz, Joël Andrianomearisoa, Wang Chinyi and Charlotte Trounce, all of whom have been invited to create limited-edition pieces for the brand.
While those inimitable Baies votives might still be omnipresent on Instagram grids – either left permanently unlit or scrubbed clean and repurposed into a plant pot – the artistic world of Diptyque is really best experienced in real life. A visit to one of the brand’s newly opened flagship stores – situated in both Paris and London – is a sensorial feast, where visitors are encouraged to spritz, scent and immerse themselves in the brand’s olfactory world. After all, you’re investing in that famous candle for more than its shelf appeal.
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