For over twenty years, Valérie Pulverail has navigated the enchanting world of perfumery. Her journey begins behind the scenes in a sales role, then transitions to beauty institute training, and later, to the marketing and operational management of a network of selective perfumeries. She traverses the paths of this unique universe, listening, analyzing each step, and understanding every need of consumers.
In January 2012, fueled by an irresistible ambition for independence, Valérie gives birth to a visionary project: Le ‘Bistro de la Beauté’ in Annecy. A place that is both refined and welcoming, allowing her to offer three distinct areas: niche perfumery, facial care, and makeup. Her vision is clear: expertise, advice, and education. This uncompromising approach quickly wins over the most exclusive brands, finding their rightful place in this unique establishment. For four years, Valérie immerses herself in the world of perfumes, seeking to understand the desires and aspirations of each individual.
From this, she develops an unwavering certainty: an educated and discerning clientele seeks nothing less than quality, persistence, and rarity in a fragrance. To meet these demanding expectations and in line with her values, Valérie takes on an ambitious challenge: creating her own collection of perfumes. Her idea is bold: allowing her clients to build their own olfactory wardrobe, similar to a Couture wardrobe with exceptional materials. All based on essential pieces with the demand for impeccable quality and the creative imprint that will make a difference. Valérie conceives, in collaboration with a renowned nose, Antoine Lie, a Collection of perfumes, each built around the major olfactory families that have given rise to the classics of perfumery. Far from mere imitation, the perfume collection redefines the codes: exceptional materials, overdoses of ingredients, unexpected combinations… A bold gamble that advocates for quality and sustainability over the ephemeral.
‘Les Indémodables’ are born.
