Milk & Matcha

• Daily
• Professional
• Lounging

Milk & Matcha evokes a calm, almost silent moment, where everything revolves around matter and gesture. Matcha brings a vegetal, slightly bitter, very characteristic facet that gives the fragrance a true identity. It is quickly softened by a milky, soft, and creamy texture that smooths out the whole and creates a more enveloping sensation. The balance between these two elements creates something very soothing. With time, the fragrance becomes more mellow, softer, while retaining this vegetal signature in the background. Matcha, a finely ground green tea powder, has been an integral part of Japanese culture for centuries. Used in the Japanese tea ceremony, matcha is prized for its health benefits and unique taste. The tradition of matcha dates back to the Tang dynasty in China, but it was in Japan that it found its central place in culture and rituals. Matcha is also used in a variety of modern desserts and beverages, bringing a touch of sophistication and well-being.

Obvious is a French perfume house founded in 2020 by David Frossard, a discreet yet essential figure in niche perfumery. A former distributor who spent over twenty years supporting the emergence of brands like Byredo, Juliette Has A Gun, Atelier Cologne, and Liquides Imaginaires, he founded Obvious after a journey that was as much philosophical as professional. Before perfume, there was philosophy, and it was in Descartes that he found the name for his brand: "évidence" (obviousness), that moment when truth presents itself without needing explanation. His initial conviction was an admission: niche perfumery had drifted. Too much convoluted storytelling, too much ostentation, too many barriers between the scent and the wearer. Obvious is his answer: remove everything that hides, everything that serves to justify a price rather than offer pleasure. The glass is made from recycled glass, the alcohol is organic, the cap is made from cork derived from wine stopper production scraps, and the packaging is cellophane-free paper. Not a communication stunt, but consistency. David Frossard didn't create a green brand; he created an honest brand. Less is more. This is obvious.