L'Eau Pure

L’Eau Pure appears in 2025 at Kenzo, as an Eau de Parfum, and opens a series named L’Eau Kenzo, which the house places within its feminine line while intending it for everyone. Now Smell This presents it as a unisex fragrance, iFragrance likewise.

The house frames this launch with the words of its founder, Kenzo Takada: water has no color, so he wanted it full of colors, of fruits, of flowers, of freshness and of happiness. This phrase runs through the presentation of the fragrance, a contemporary rendition of the house’s vision of water.

Kenzo describes it as fresh and intense, delicately pure and deeply contrasted, built around Aquozone, an aquatic molecule that the house calls the most powerful in the perfumer’s palette. The formula contains 91% ingredients of natural origin according to the ISO 16128 standard, it states.

The house ties the launch to a commitment: Kenzo Parfums supports the Coral Gardeners in restoring coral reefs, partly through sales of L’Eau Pure; Now Smell This devotes a post to this in June 2025. The series has since grown with a L’Eau Ambrée, notes iFragrance.