Bienaimé – Monsieur – Yes Sir, A Good One

Bienaimé is another of the many French houses that have been revived in recent times. Robert Bienaimé founded his eponymous house back in the mid-1930s. A chemist by profession, he started his perfume career at Houbigant, creating several renowned fragrances, including Quelques Fleurs for the brand, before eventually branching out on his own. Parfum de Bienaimé continued through the 1940s but eventually ceased completely with Bienaimé’s death in 1960. Here’s a link to their homepage: https://bienaime1935.com/

In 2021, Cécilia Mergui, inspired by the discovery of a Bienaimé powder case she found online, revived the brand. Her initial four releases for the brand targeted women and paid homage to classic designs from the past. I’ve tried all four, mostly themed around powdery cosmetic notes, such as iris and heliotrope. They evoke images of Violet Crawley from Downton Abbey. If you’re into that style, you’ll enjoy the range. In 2024, they released their first men’s fragrance called Monsieur. It also feels like a fragrant flashback to a different era. 

There should be no reason why I would go gaga over Monsieur. It’s essentially built on simple foundations. But simplicity can be good, if done well, and Monsieur feels so accomplished. The verbena note receives top billing. And if you recall, a couple of months back in my review of Riviera Verbena Review – Nicolaï – Riviera Verbena – A Trip To The Côte d’Azur, I asserted that you shouldn’t spend a lot of money on a verbena fragrance. L’Occitane has you covered. I think if Monsieur retailed for half the price, I’d snap up a bottle, and I’d be eating my words. It may have been a case of ‘do as I say, not as I do.’  

Monsieur has a debonair quality. The tea-like opening, featuring ginger and bergamot, feels smooth and sophisticated. However, this isn’t buttoned-up sophistication. It’s not a suit and tie. I don’t regard the fragrance as formal. I see Monsieur as a smart casual choice. It would pair perfectly with a fine linen blazer, a breezy linen shirt, and impeccably tailored pants. 

The verbena note, herbal, invigorating, and uplifting, sparkles as it comes into view. Alongside the rosy geranium note, it conveys a sense of good grooming and good manners. Remarkably, Patrice Revillard sustains this sprightly accord all the way through to the drydown. And that’s the kicker: L’Occitane Verveine doesn’t maintain its vigour for quite as long. Overall, Monsieur presents as a gentleman who has breezed through deportment school and has his affairs in order.

The woody drydown of cedar, nutmeg, and vetiver completes the well-dressed portrait. While Monsieur doesn’t have all the elements of a barbershop fougere, it would work as the perfect finishing touch to a haircut or post-shave ritual. I thought of Monsieur as I was watching the tennis. The US Open is entering its finals weekend, and a spritz or two of this Bienaimé before hitting the grounds might be the ideal doubles partner for a day out on centre court. Though perhaps Monsieur might suit Wimbledon more than the raucous atmosphere of Flushing Meadows. Accessorise it with a Panama hat and Pimm’s.  

When it comes to fragrance doubles partners, the most obvious equivalents are L’Occitane Verveine and Riviera Verbena, both of which feature lemon verbena notes. However, unlike the Nicolaï, Monsieur doesn’t contain Calone. I find it closer in spirit to Dior Eau Sauvage, Chanel Pour Monsieur, or Acqua Di Parma Colonia. Indeed, it wouldn’t feel out of place on the bathroom shelf alongside such classic men’s scents. Slick and polished. 

Note: Bottle image from the brand. All other photos are my own. I purchased the sample of Monsieur.