For more than a century, Grasse has supplied Chanel with its scented flowers. In the composition of its famous N°5 fragrance, created in 1921 by Ernest Beaux, Grasse's iconic jasmine stands out, renowned for its large, white, perfumed blooms. Since 1987, Chanel has perpetuated its cultivation not far from Grasse, in Pégomas, with the Mul family, the region's most prolific producer of jasmine. Today, these fields also lend themselves to the cultivation of roses, irises, geraniums and tuberoses, all hand-picked and exclusively destined for Chanel perfumes. Once picked, these exceptional flowers are transformed into essences in an installation right on the field, allowing for the scents to be extracted immediately.

In 1951, fashion designer Christian Dior acquired the Château de La Colle Noire in Montauroux, about 20 kilometres from Grasse, to pursue his dream of becoming a perfume-maker. With a real passion for flowers, he cultivated acres of  jasmine and roses here, but also olive, almond and various fruit trees. La Maison de Parfums Dior, the Château's owner, is now the exclusive partner of Carole Biancalana's Domaine de Manon and Armelle Janody's Clos de Callian, which reserve for Dior the entirety of their harvests of centifolia roses (known as "roses de mai") and grandiflorum jasmine (or "jasmin de Grasse"). Once transformed, Dior's perfumer-creator François Demachy takes over and brings Dior perfumes to life in La Bastide des Fontaines Parfumées at the heart of Grasse: a creation laboratory built in 2016 that he shares with the perfumery workshop of La Maison Louis Vuitton, led by master-perfumer Jacques Cavallier Belletrud, creator of one of the flagship scents in Louis Vuitton's first perfume collection, Rose des Vents.

Already active in Provence, on the plateau of Valensole where it cultivates a rose garden, La Maison Lancôme acquired Le Domaine de la Rose in 2020, comprised of almost 10 acres of organically cultivated fields, century-old terraces, and a distillery. Contributing towards the preservation and protection of the cultivation of perfume plants in Grasse, listed in UNESCO's Intangible Cultural Heritage, Lancôme intends -to make this site a showcase of its expertise in perfume-making. Le Domaine de la Rose is scheduled to open its doors to the public at the beginning of 2023.