Obvious

Obvious was founded in Paris in 2020 by David Frossard, a former Givaudan-trained perfumer who built the house around transparency as both an ethical and aesthetic principle. The name is a manifesto: Frossard argues that luxury fragrance should be obvious about its ingredients, its supply chain, its carbon footprint, and its real costs — a rejection of the opacity that structures most luxury brand communication. Each Obvious fragrance publishes its full ingredient list and environmental impact data, and the house has committed to offsetting its emissions through verified programs. Frossard composes the fragrances himself, working with a palette of premium naturals and carefully selected synthetics in concentrations that prioritise quality over economy. Compositions include Obvious I, II, and III — a deliberately neutral naming system that refuses to distract with fictional narratives. The fragrances are built on dense, high-quality material structures: deep musks, precious woods, and carefully layered floral and animalic accords. Obvious distributes through its own boutique and a growing network of European niche specialists who share the brand's transparency values.