Forever and Ever

The youngest of the house's classics rests on three declared flowers and changes formula for the second time in its history.

Two dates for one birth

Dior launched Forever and Ever at the turn of the century, though the year is not agreed upon. Town & Country dates it to 2002 and bounds to it the period that Francis Kurkdjian has restored.

Wikipedia ranks it among the 2001 launches, the year of the Dior Addict lipstick. For lack of agreement between the two, both dates coexist and neither prevails.

The name of Monsieur Dior

In 2009 the house gathered five perfumes under the name Les Créations de Monsieur Dior: Diorissimo, Diorella, Dioressence, Eau Fraîche and Forever and Ever, the only one of the five not to come from the era of Edmond Roudnitska.

Elena Vosnaki places the release of the collection at the end of 2009 and describes a white box stamped with a large gold oval, the name printed in pink for Forever and Ever, in acid yellow for Eau Fraîche.

A rose from Granville

The house holds the perfume to be a fresh, tender rose, inspired by the one Christian Dior grew in his Normandy garden, and names only three raw materials: freesia, Indian jasmine absolute and Bulgarian rose.

The perfumer is named nowhere. The product page omits it, the market mentions it only once and without support, the press of the time does not give it: the field remains empty.

The Dioriginals, October 1, 2026

Francis Kurkdjian worked four years on thirteen of the house's perfumes, gathered under the name Dioriginals. Forever and Ever closes the series by its date: from Diorama in 1949 to it, nearly eighty years of the house's history are held within.

The thirteen are not added to the catalog; they permanently replace the versions sold until then. Kurkdjian compares the operation to the restoration of a painting, whose quality and nuance are brought out as one restores its light to a color.