Loreste

Loreste was founded in 1960 in Switzerland, its name combining two words in a tribute to the romance of its origin story. Over subsequent decades the house evolved into a group that acquired brand licences and founded related cosmetics and perfume companies, including GM Groupe des Laboratoires de Parfums et Cosmétiques and Parfums de Marque. Rather than a single creative director, Loreste operates as a portfolio house, producing classical European fragrances under its own name alongside licensed and partner lines. The aesthetic leans toward accessible, wearable compositions — fresh fougères, floral eaux de toilette — aimed at everyday European consumers rather than collectors. The men's fragrance Loreste pour Homme, released in 1993, represents the house's archetypal output: clean, dependable, and classically structured without creative ambition. Loreste's significance lies more in its industry infrastructure than its individual releases.