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Jewelry house Bulgari returns to its perfumery roots by reissuing two of its legendary scents: Eau Parfumée au Thé Vert and its “sister” fragrance Eau Parfumée au Thé Blanc, originally launched in 1992 and 2003 respectively. The relaunch marks a new strategic focus for Bulgari, aimed at revitalizing key classics and streamlining its fragrance portfolio, reports WWD.

Originally crafted by master perfumer Jean-Claude Ellena, Eau Parfumée au Thé Vert was first created as an exclusive gift for high-jewelry VIP clients but quickly expanded beyond private circles to become Bulgari’s first beauty product. Its fresh and refined aroma, centered on Japanese green tea, revolutionized the perfume world.

Valentina Colombo, Managing Director of Bulgari’s perfume division, emphasized the brand’s shift away from endless flankers towards focusing on bestsellers. Colombo joined Bulgari in late 2024 and took her new role in early 2025.

Notably versatile upon release, the fragrance was one of the few unisex scents of the 1990s. Its large 350 ml bottle stood out in a market dominated by miniature flacons, and its design — inspired by Roman columns — reflected Bulgari’s DNA with understated elegance rather than overt jewelry motifs.

The updated Eau Parfumée au Thé Vert formula now features 94% natural-origin ingredients, including authentic green tea extract, neroli blossom notes, and fresh bergamot. Thé Blanc, enriched with Chinese white tea, contains 89% natural ingredients, maintaining its woody-musky-floral composition. Both fragrances have been reformulated as eau de toilette, moving away from the original eau de cologne format.

Jacques Cavallier Belletrud, creator of the original Thé Blanc, led the reformulation efforts. According to Colombo, the goal was not to “reinvent” the fragrances but to “enrich them with materials we simply didn’t have back then.”

Bottle designs were refreshed as well, featuring new elements such as cracked-glaze-effect caps inspired by Chinese ceramics and labels made from natural fibers embossed with botanical illustrations.

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