As part of its strategic push across Europe, Carolina Herrera continues to elevate its presence on the continent. Following the announcement of its upcoming fashion show in Madrid this September, the brand is now preparing to launch its first-ever café concept in the French capital to spotlight its globally recognized fragrance, Good Girl.
From Runway to Roast: Carolina Herrera’s Paris Café Smells Like a Good Girl Dream
Under the Puig group’s umbrella, Carolina Herrera unveiled a specialty café concept in Paris that merges immersive fragrance experiences with high-end coffee culture.
From May 16 to May 25, the brand opens the doors to Good Girl Coffee Shop, an ephemeral space nestled in the heart of Le Marais, one of Paris’ trendiest and most artistic neighborhoods. Located at 7 Rue Froissart—a street known for its creative dining and café scene—the space draws inspiration from both New York’s urban energy and classic Parisian charm, symbolizing Carolina Herrera’s dual-city heritage.
Bathed in a bold cherry red, the Good Girl Coffee Shop is imagined as a sensory extension of the brand’s legendary fragrance line. At its core is the newest scent, Very Good Girl Elixir, which takes center stage in a concept café offering a curated menu of perfume-inspired beverages.
Sips and scents
Visitors indulge in drinks like matcha cherry lattes and black sesame brews, complemented by artisanal pastries and confections crafted by renowned pastry chef Nicolas Paciello.
More than just a café, the pop-up is designed to boost the fragrance’s digital impact through social media appeal and aesthetic storytelling. The richly detailed interiors and share-worthy moments aim to capture the attention of a younger, luxury-savvy audience, while also reinforcing Carolina Herrera’s connection to the stylish, premium market of Le Marais.
While Puig frequently stages fashion shows in Paris for its brands like Dries Van Noten, Nina Ricci, and Rabanne, Carolina Herrera has until now limited itself to press and buyer previews. However, the launch of this café marks a bold expansion into lifestyle territory.
Debuts in style
The Good Girl Coffee Shop also serves as a boutique for the brand’s latest fragrance offerings, along with exclusive merchandise. Beyond that, a curated lineup of experiences—ranging from early morning DJ sets and urban running sessions to barista workshops and music mixing classes— brings the space to life.
Puig’s strategy echoes recent initiatives by fellow luxury giant LVMH, which has brought similar hospitality experiences to life in Japan, such as Le Café V and Sugalabo V, located within Louis Vuitton’s Osaka flagship since 2020. This trend further solidifies luxury’s growing investment in lifestyle spaces that blend fashion, fragrance, and food in immersive, consumer-forward ways.
Key information
- What is the purpose of the Good Girl Coffee Shop? To promote Carolina Herrera's fragrance through immersive and lifestyle experiences.
- Where is the Good Girl Coffee Shop located? In Le Marais, Paris, at 7 Rue Froissart.
- Which fragrance is highlighted at the café? Very Good Girl Elixir.
- What unique offerings does the café include? Perfume-inspired drinks, exclusive pastries, DJ sets, running sessions, and fragrance sales.
