There are a number of internet-breaking runway trends that Simon Porte Jacquemus has engineered. Who can forget the micro bag, the micro cropped cardi (with monogrammed breast clip), and the macro straw La Bomba hat that launched a thousand (cargo) ships and imitations? The man knows how to create a moment, and he knows what his woman wants—particularly the supermodels (Kendall Jenner and both Hadid sisters among them) who regularly walk in his experiential shows and star in his intimate campaigns. So it was particularly exciting to see this piece of good news cross our feed this morning: Jacquemus is reportedly getting into the beauty game.

The details around his entrée are pretty scarce: Jacquemus himself has yet to confirm anything to his nearly 3.9 million social media followers. But early intel suggests that the Salon-de-Provence-born designer has inked a deal with Puig, the Spanish luxury house that has a similar deal in the works with Dries Van Noten, and that he plans to introduce his beauty vision early next year. That timing allows room for plenty of speculation, so let us begin.

Fragrance is an obvious starting point. Anyone lucky enough to  have attended Jacquemus’s epic spring 2020 collection staged in a Provençal lavender field still raves not just about the hyper-sexy peasant dresses and his wholly original take on accessories but the intoxicating scent of the herbaceous flowers that are native to the South of France region where Jacquemus draws regular inspiration. (He lists Marseilles and fruit as a few of his likes in his Instagram bio.) Spring 2021’s wheat field turned runway was a similar feast for the senses. Puig also has plenty of fine-fragrance bona fides as the driving force behind classic perfume brands such as Penhaligon’s and L’Artisan Parfumeur, not to mention as the beauty license holder of Comme des Garçons Parfums.