In 2015, Dior released a scent that would shatter the conventions of men’s perfumery and capture the imagination of the world. Sauvage was more than a fragrance; it was a gust of raw, citrus-charged freedom that swept across continents, transcending borders and cultures. With zesty Calabrian bergamot and the depth of amber woods, its signature was immediate, magnetic—and unstoppable.
Fronted by Johnny Depp’s enigmatic presence, it became the world’s best-selling fragrance across both men’s and women’s categories, a feat never before achieved in perfume history.
A decade on, Sauvage is no mere success story—it is a saga of reinvention. From the Eau de Toilette’s virile classicism, to the Eau de Parfum’s sensuality, to the audacious Elixir, each chapter has deepened the legend. Dior even reimagined luxury itself with refillable formats and, under Francis Kurkdjian, the revolutionary Eau Forte—an alcohol-free yet powerfully concentrated composition that redefined masculine freshness and won accolades at the 2025 FiFi Awards.
Fort Sauvage - a pop-up in London
The milestone was crowned with an unforgettable evening at London’s Somerset House on 23 September 2025, where Christian Dior Parfums unveiled Fort Sauvage—an immersive pop-up that reimagined the raw, cinematic spirit of the Wild West.
Guests stepped through a desert-inspired entrance into an untamed world: at The Fragrance Bar, bespoke cocktails echoed five distinct Sauvage moods and notes, from Calabrian bergamot to dark Indonesian patchouli.
The Dior Sauvage Barber Shop offered walk-in appointments, treating visitors to grooming rituals powered by Sauvage Mencare.
In the 360-degree Wild Theatre, Jean-Baptiste Mondino’s new campaign film lit up the screens—Johnny Depp, the enduring face of Sauvage, portrayed with magnetic resilience in a sweeping cinematic portrait. Staying true to the Wild West theme, roulette tables, slot machines and dice games gave guests the chance to win exclusive Dior keepsakes, completing a multi-sensory journey that paid homage to a fragrance phenomenon.
But Sauvage has always been about more than scent. It is an entire universe: widescreen imagery of boundless Wests, rock-and-roll riffs, and untamed frontiers. Through its decade-long odyssey, wild animals—wolves, horses, raptors—have roamed beside Depp’s lone figure, while Dior reinforced its commitment to biodiversity with WWF partnerships protecting lynx, jaguars, and pumas.
Today, Sauvage sells 12 million bottles a year and has even expanded into men’s skincare, harnessing cactus extracts from Lanzarote. Ten years after its explosive debut, the name still resonates like a battle cry: fierce, free, unforgettable. Sauvage is not just Dior’s bestseller; it is a modern myth. Long live Sauvage.
