L'Occitane en Provence, the beauty maison rooted in the sun-drenched landscapes of Haute-Provence in southern France, is set to introduce three new mood fragrances under its fragrance collection "ART OF SCENT," in celebration of the maison's 50th anniversary. The three scents — "VERVEINE (Verbena)," "LAVANDE (Lavender)," and "VERVEINE AGRUMES (Verbena Citrus)" — are crafted to help wearers shift their emotional state on demand. The VERVEINE series will be the first to launch, arriving on May 27, 2026.
Each fragrance draws on botanicals from Haute-Provence to guide the wearer toward a desired mood: VERVEINE for focus, LAVANDE for relaxation, and VERVEINE AGRUMES for energy and dynamism.
50th Anniversary Theme: "CRAFTING LIFE TIES"
L'Occitane en Provence was founded in 1976, when its founder began selling rosemary essential oil at a market in Haute-Provence. Since then, the maison has built its identity around reverence for nature and people, along with a desire to share the spirit of Haute-Provence with the world. Its guiding values — the bounty of nature, the warmth of human hands, and the "art de vivre" (art of living) — continue to inform every product.
For its 50th anniversary, the maison's theme is "CRAFTING LIFE TIES," a celebration of the enduring bonds between people and nature at the heart of the brand. This year, L'Occitane en Provence is offering an immersive Haute-Provence experience through its products, with a focus on summer botanicals. To mark the milestone, the brand is renewing two of its most iconic scents — Verbena and Lavender — both synonymous with Haute-Provence summers.
Three Mood Fragrances to Tune Your Emotional State
Plants in Haute-Provence do more than beautify the landscape — their fragrances create a distinctive sensory experience, evoking the sensation of strolling through sunlit hillsides. Each of the three new mood fragrances is designed to engage the senses and invite a specific emotional response:
- VERVEINE (Verbena) — for focus and mental clarity
- LAVANDE (Lavender) — for relaxation
- VERVEINE AGRUMES (Verbena Citrus) — for energy and dynamism
VERVEINE Series Launches May 27, 2026
As the first entry in the mood fragrance lineup, the beloved Verbena fragrance — the brand's No. 1 best-selling scent* — is being reimagined as "VERVEINE."
Verbena, a herb emblematic of Haute-Provence summers, carries a bright, lemon-like freshness. A deep breath of its scent brings a sense of clarity and sharpened focus. The renewed VERVEINE series captures the essence of freshly harvested verbena, making it an ideal companion for moments that call for concentration — the start of a workday, a study session, or simply cutting through the mental fog of a sluggish rainy-season afternoon.
*Based on L'Occitane en Provence sales data from March 2025 through February 2026.
What's New in the Renewed VERVEINE
A Pioneering Extraction Technique for the Perfumery and Flavoring Industry
To capture the truest possible scent of verbena, the VERVEINE series incorporates fragrance components extracted using an innovative technique that is the first of its kind in the perfumery and flavoring industry. This gentle pyrolysis-based method draws out the living aroma of the plant without the use of solvents, yielding a 100% natural, pure extract. The technique is applied across all products in the VERVEINE lineup, delivering a strikingly clear and vivid freshness.
Products in the VERVEINE Series
Verbena Eau de Toilette
A fresh, subtly tart verbena essence shaped by the brightness of citrus and the softness of floral notes. The fragrance gently draws the mind into a state of quiet, alert focus. The product comes in a modern, minimal new design that reflects the maison's cultural heritage.
- 75 mL / ¥8,470 (tax included)
- 10 mL / ¥3,410 (tax included)
Verbena Perfumed Hand Cream
A moisturizing hand cream that leaves a subtle freshness on the skin. Its light, cooling texture* makes it easy to use on the go or between tasks, leaving hands smooth and non-sticky while refreshing the senses.
- 75 mL / ¥3,300 (tax included)
- 30 mL / ¥1,870 (tax included)
*Contains denatured alcohol (cooling ingredient).
Verbena Perfumed Shower Gel
A shower gel that thoroughly cleanses while leaving a gentle, lasting freshness. Used in the morning, it fills the shower with an invigorating scent that helps establish a clear, ready-to-go mindset before the day begins.
- 250 mL / ¥3,960 (tax included)
- 500 mL / ¥5,940 (tax included)
- Refill / ¥5,390 (tax included)
Verbena Perfumed Body Milk
A body milk that moisturizes and nourishes the skin while leaving a subtle, pleasant scent. Well-suited for an evening body care routine, the gentle fragrance creates a calming, settling atmosphere as the day winds down.
- 250 mL / ¥4,840 (tax included)
Verbena Refreshing Hair & Body Mist
A mist that delivers an instant burst of cool freshness to both skin and hair. With its cooling formula*, it works well as a mid-day reset during work or study sessions.
- 50 mL / ¥3,410 (tax included)
*Contains denatured alcohol (cooling ingredient).
Limited-Edition Verbena Gift Wrapping Paper
Starting May 27, a limited-edition verbena-patterned wrapping paper will be available for gift boxes while supplies last. Customers who purchase a gift box can request this special wrapping.
*Images are for illustrative purposes and subject to change.
Upcoming LAVANDE and VERVEINE AGRUMES Series
The LAVANDE (Lavender) series is scheduled to launch on July 1, 2026, followed by the VERVEINE AGRUMES (Verbena Citrus) series on July 29, 2026. Details on both series will be announced as they become available.
About the ART OF SCENT Collection
"ART OF SCENT" was launched by L'Occitane en Provence in October 2025 as a new chapter in the maison's history, ahead of its 50th anniversary in 2026. The collection redefines the brand's plant- and flower-inspired fragrances as a form of art, bringing together what were previously separate fragrance lines into a single unified collection.
Each scent stands beautifully on its own, but layering them creates new olfactory harmonies. When combined with body milks, shower gels, hand creams, and other items in the lineup, the possible combinations exceed 1,000, making for a deeply personal fragrance experience.
The new mood fragrances are designed to help tune and shift the wearer's emotional state, while the existing style fragrances enhance the impression one wishes to convey. Layering both types adds yet another dimension of personal expression.
The VERVEINE series is available on the L'Occitane en Provence official online store: https://jp.loccitane.com/verveine
