Grasse’s fragrant revival: the town that scents the world again

Grasse, once choked by the leather-trade stench, is making a comeback as the perfume capital of the world, driven by Chanel’s jasmine harvest and deep ties to local farmers like the Muls, who cultivate flowers with century-old methods; luxury brands invest in the town, UNESCO heritage status protects its legacy, and perfumers seek authentic scents through a blend of traditional extraction and modern synthetics to fuel a renewed global demand for fragrance.