Margot&Tita

Margot&Tita is a French fragrance brand founded in Bordeaux in June 2018 by Julie Schoell [7]. It sells perfumes in small 30ml bottles at an accessible price point, built around a layering concept the company calls Mix&Match, and describes its range as "French, natural and mixable perfumes." The brand remains active, with a live international storefront and product launches visible in 2026.

Schoell positioned the company in Bordeaux rather than Paris, a choice she has described as a deliberate point of difference from the established Parisian perfume houses [9]. Within its first years the brand expanded from a regional launch to roughly 1,780 points of sale across France and several European markets [7].

The brand is the creation of Julie Schoell, a Bordeaux resident who, according to trade press, brought around 15 years of experience in export, prospecting and cosmetics to the venture [7]. She named it after her two grandmothers, both from southwest France but with opposite temperaments: Margot, characterised as reassuring, soothing and natural, and Tita, described as heady, sensual and chic. Schoell has framed the brand as "a tribute to my grandmothers, Margot and Tita," who she said came from the same region yet had completely opposite personalities [8]. This contrast became the organising idea behind the fragrance range.

Audrey Maingault is named as co-founder, serving as director of offering and the brand's perfumer, or "Nez" [7]. The company was originally created in Pessac, in the Bordeaux suburbs, and later established its base at the Place de la Bourse in central Bordeaux. Development work is carried out in partnership with perfumers in Grasse, the historic centre of French perfumery.

Margot&Tita states that its aim is to "democratize the use of perfume, by making luxury accessible to everyone" [2]. The pricing reflects this: bottles were reported at an average of €12.95 for 30ml. The company frames its collection as a "wardrobe" of fragrances meant to be combined and worn like clothing, an analogy the founder has used directly: "in reality perfume acts like clothing."

Central to the positioning is Mix&Match, the brand's layering concept. Margot&Tita describes "Mix" as superimposing two perfumes and "Match" as choosing two scents that combine to deliver a single new fragrance. The range spans olfactory families including floral, fruity, oriental, aquatic, woody and gourmand, and the company markets the resulting combinations as a way to build a personalised scent.

The line is organised around eau de parfum in 30ml bottles, alongside perfume refills, scented mists, hair fragrances, moisturising creams, dry oils and room fragrances. By 2020 the catalogue listed over 35 fragrances; the company has since described a collection of more than 44 scents. Early releases included "Les Filles de Bordeaux," "Pique-nique sur les quais," "Week-end à Arcachon" and "Vue sur l'océan," with later additions such as "Sous un soleil doré" and "Les Secrets de Margot." The fragrance "Énigmatique" is catalogued from 2018, consistent with the brand's stated launch year.

The company states that each scent contains at least 90% natural-origin ingredients, with scented mists reaching at least 97%, and that its perfumes are made from plant-based alcohol, a perfume base and water. It also commits to excluding substances it considers controversial, naming BHT, Benzyl Salicylate and Methyl Salicylate [4].

Margot&Tita markets its perfumes as "created in Bordeaux and made in France." On animal welfare, the company says all of its products are cruelty-free and not tested on animals in line with European cosmetic regulations. Its vegan claim is qualified: the brand states that 85% of the collection is vegan, noting that all scented mists are vegan but some fragrances are not, with certain perfumes excluded because of beeswax content [5].

On packaging and sourcing, the company points to recyclable bottles and cardboard with minimal excess packaging, and says its wooden retail displays use FSC-certified wood from sustainably managed forests in the Gironde [4]. The brand does not claim broader third-party certifications such as Ecocert, Cosmos or B Corp; the only certification it references is FSC, and only for its wooden displays.

The brand entered commercialisation at the end of 2018. In its first year it reported selling around 90,000 units and reaching profitability [7]. By September 2020 it had grown to 1,780 points of sale with reported sales growth of 55%, distributing through about 200 Marionnaud locations in France, 55 Galeries Lafayette stores and Bordeaux airport, and extending into Hungary, Romania and the Czech Republic via the Marionnaud network [7]. A distribution deal with the Rossmann chain in Poland, covering some 1,450 stores, was planned for autumn 2020 [7]. By May 2022, regional business press reported that the company had already matched its full-year 2021 revenue and projected growth of up to 160% for the year [8].

The brand is active. Its English-language storefront operates with international shipping, and recent fragrance launches such as "Sous un soleil doré" and "Les Secrets de Margot" appear on its homepage alongside current promotional offers [1]. Coverage in French regional and trade press between 2020 and 2022 documents continued commercial growth, and the company has distributed in Nordic markets.