How a Single Family's Jasmine Shapes Chanel No. 5's Timeless Scent
Grasse, in southern France, has long been the heart of the world’s perfume industry. For over a century, its jasmine fields have supplied one of the most famous scents in history: Chanel No. 5. Behind this iconic fragrance lies a partnership between the luxury brand and a single family of growers. The story began in 1921, when Chanel No. 5 first used jasmine from Grasse. The region’s expertise dates back even further, to its leather trade in the 16th century. Local tanners originally used flower extracts to disguise the smell of hides, turning Grasse into a hub for perfumery.
By 1987, Chanel secured an exclusive deal with the Mul family, locking in their jasmine supply for generations. Today, the family’s sixth generation still hand-picks the flowers, using a 150-year-old extraction method. Every 1-ounce bottle of Chanel No. 5 parfum requires 1,000 jasmine blossoms, all sourced from their fields. Grasse’s reputation has drawn other luxury brands over the past decade. Houses like Lancôme, Louis Vuitton, and Dior have invested in the area, linking their products to its heritage. Local efforts have also played a role: since 2014, Mayor Jérôme Viaud has pushed to revive the region’s perfume trade. The industry now generates over $20 billion yearly, blending natural ingredients like Grasse’s jasmine with modern synthetic techniques. Chanel No. 5 alone contains more than 80 separate scents, but the most vital still come from Grasse. The Mul family’s jasmine remains central, a tradition that has shaped both the fragrance and the town’s identity.
The partnership between Chanel and the Mul family has lasted over 35 years. Their jasmine continues to define one of the world’s best-selling perfumes, while Grasse maintains its status as the perfume capital. With ongoing investments and a thriving market, the region’s floral legacy shows no signs of fading.
