Through continued success and the patronage of members in high society, Guerlain opened its flagship store at 15, rue de la Paix in 1840, and put its mark on the Parisian fashion scene.

The success of the house under Pierre-François peaked in 1853 with the creation of Eau de Cologne Impériale for French Emperor Napoleon III and his Spanish-French wife Empress Eugénie.

As Guerlain's second generation in-house perfumer, Aimé was the creator of many classic compositions, including Fleur d'Italie (1884), Rococo (1887) and Eau de Cologne du Coq (1894).

However, many would argue that his greatest composition was 1889's Jicky, the first fragrance described as a "parfum" rather than an eau de cologne, and among the first to use synthetic ingredients alongside natural extracts.

From 1975 to 1989, he collaborated with perfumer Anne-Marie Saget, composing Nahema (1979), Jardins de Bagatelle (1983), Derby (1985) and Samsara (1989).

Jean-Paul Guerlain retired in 2002, but continued to serve as advisor to his successor until 2010, when he was terminated after making a racist remark on French television regarding the inspiration for his scent Samsara.

In a decision widely seen as a break with tradition, the Guerlain family sold the company to the luxury goods conglomerate Moët Hennessy Louis Vuitton (LVMH) in 1994.

Most were unhappy with the first post-LVMH release, the 1996 sweet mimosa floral Champs-Elysées, composed by Olivier Cresp, whose entry was selected over that of Jean-Paul Guerlain.

Wasser, a Swiss perfumer who used to work for Firmenich, created Iris Ganache (2007) and Quand Vient la Pluie (2007) for Guerlain before his appointment the following year.

[7] In 2010, the LVMH Group cut ties with Jean-Paul Guerlain as their consultant due to his racist comments on French television.

As part of this initiative, the House invited friends to lead Bee School Sessions to raise awareness among the youth of today.

[15][16] Guerlain's creations have long influenced the trends of perfumery with fragrances such as Jicky, Shalimar, Vétiver, and La Petite Robe Noire.