Name: Inside the French Flower Farm Powering Chanel No. 5
Uploaded: 2026-08-07T16:00:00Z
Duration: 7 min 36 s
Description: One of the world’s most recognizable fragrances depends on flowers grown by a single family in southern France. We visited their fields to see how tradition and innovation keep the partnership alive.

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One of the world’s most recognizable fragrances depends on flowers grown by a single family in southern France. We visited their fields to see how tradition and innovation keep the partnership alive. Photo Illustration: Nikki Walker

https://m.wsj.net/video/20260806/88e69097-3eb4-4a6a-b735-86f557f42c96/2/hls/manifest-hd-wifi.m3u8

One of the world’s most recognizable fragrances depends on flowers grown by a single family in southern France. We visited their fields to see how tradition and innovation keep the partnership alive.

Inside the French Flower Farm Powering Chanel No. 5

For centuries, one region in the south of France has reigned as the perfume capital of the world. And for over 100 years, it has been the origin of one of the most iconic fragrances in luxury, Chanel No. 5. The soil here yields the May rose that gives No. 5 its rich, honeyed scent.

And it is a very light and delicate scent of rose.

And the perfume relies on one family, the Muls, to protect its botanical backbone.

Today, the Mul family's three generations still work the land together. But in a changing world, consistency is a delicate craft. How the Mul family keeps this legacy alive is something of a family secret.

For me, it wasn't so obvious to join the family business. I went into a consulting, which was a very different job, and I didn't really like it so I wanted to come back. Since I was young, I was with my parents, grandparents, my sisters. We were always in the field. I didn't really see the job as a job. It was actually just a natural environment where we grow.

A separate lineage runs in parallel to the Muls. Behind the modern scent of Chanel No. 5, it's perfumer Olivier Polge.

My father's role, he was my predecessor, so he was Chanel creator of perfumes from this late '70s to the 2013 when I joined Chanel. My father was the first perfumer at Chanel who had to tell the story and describe the style of perfume that we have been creating. At the end of the '70s, the quantity of flowers were vanishing. And at that time, my father had known the Mul family, who was the biggest productors of flowers.

In the 1970s, much of the local industry in Grasse began to shut down or move abroad.

The Muls ensured their future and Chanel No. 5's by officially partnering together.

To create the scent, we needed the combination of different flowers, mostly jasmine, rose, and ylang ylang. The rose centifolia that is in No. 5 is a rose that is very rich, and that we also extract in a way that captures the more sensual side of the rose with honey undertones, velvety texture, and it brings a richness and a sensuality to No. 5.

Before arriving here, I also made some agricultural study school in order to have a bit technical knowledge. But we cannot learn everything from that school, so the most important, I think, is everything I learn every day with my father, with my grandfather.

Today, the younger generations are confronting an entirely new set of pressures.

Nowadays, we have more challenges for maybe the climate change. We have been facing a lot of drought during summertime. Also, some very rough, I would say, rainy season.

We try to adapt a lot the technique we can have for the water, for the nutrient.

Regarding the water management, my father initiated a lot so we have been improving a lot all the irrigation system because the water supply is nowadays less and less available for us.

For the next generation coming, of course, I hope that they will be interested because I think it's very important for us to keep this savoir faire in the family.

How One Family's Flower Farm Became Essential to Chanel No. 5

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