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Luxury & nature need reconciliation...

This is obvious! 

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David Frossard - The brand founder

After completing his studies in philosophy, David started out in the family business which sold perfumes and cosmetics in Africa.

Keen to strike out on his own, he joined L’Artisan Parfumeur where he was appointed Head of Exports.

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In 2005, the young entrepreneur founded Différentes Latitudes, a company specialising in supporting ‘indie’ perfume brands. He successfully launched the leading brands in this sector: BYREDO, Juliette Has a Gun, Atelier Cologne, Memo, BDK Parfums, Liquides Imaginaires, Parfums Frapin, Ella K, etc.

In 2013, he created the ‘Liquides Perfume Bar’ and, in autumn 2020, he finally took the step to create his OWN brand, a brand that epitomises his principles and deeply held convictions: OBVIOUS.


Obvious is a new luxury perfume brand that combines simplicity with elegance, and elegance with respect. While Obvious is completely motivated by transparency, recyclability and accountability, make no mistake, the brand epitomises luxury, savoir-faire, generosity, and beautiful complementary creations that are simple yet eminently complex.


When it comes to concentrates, Obvious favours natural ingredients but does not shun synthetic ones. We have chosen to use organic dilution alcohol, recyclable bottles made from recycled glass, cork caps with no plastic inserts, and boxes made from recycled paper and naturals dyes.


Nothing more.

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Are you looking for a UK distributor or interested in stocking one of our brands?

We would love to hear from you

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