- Bichara Malhame Perfumer:
Bichara Malhame, a visionary figure in the world of perfumery, founded Parfums Bichara in 1896. Hailing from Beirut, he styled himself as "the Syrian perfumer," bringing a unique touch to the industry. Initially, the company was located in Rouen and Dieppe, France.
Malhame's perfumes were advertised as "parfums enivrants," which means intoxicating perfumes. His expertise lay not only in creating scents that were alluring but also in tailoring them to the character, personality, and preferences of individuals. He was a chemist by training, and this scientific background, combined with his artistic sensibilities, allowed him to blend ingredients in special formulas, making him famous for crafting personal scents for the celebrities of his time.
The brand achieved significant success around 1900. Sarah Bernhardt, a renowned actress and his muse, publicly endorsed his perfumes, which greatly contributed to the brand's popularity. Additionally, Bichara Malhame supplied the royal Egyptian court, further elevating the brand's status.
Parfums Bichara also produced cosmetics for eyes and hair. Early labels on their cosmetics and perfumes were quite distinctive. They portrayed Bichara seizing the mythological fortune by the hair with the inscription "comment bichara saisit la fortune" (how Bichara grabs good fortune). Interestingly, his original fortune was made on the hair product "le henne bichara." In the 1920s, the labels were redesigned by F.L. Schied in the art deco style, adding a modern and stylish aesthetic to the brand.
Bichara Malhame passed away in 1930 and was succeeded by his daughter, Rose. Under her stewardship, the company continued production into the 1950s.
In the fragrance base, Parfums Bichara has 3 perfumes. The earliest edition, Ambre, was created in 1913, and it is a unisex fragrance. Cabiria, also unisex, was launched in 1921, while Ramses II, a fragrance designed for women, was introduced in 1928. The bottle of Ramses II was designed by Compagnie des Cristalleries de St. Louis. Bichara Malhame himself was the nose behind all these fragrances, leaving a lasting mark on the world of perfumery with his unique and captivating creations.
