Rochas began as a French fashion house founded by Marcel Rochas in 1925. The company expanded its offerings to include fragrances, starting with a trio of perfumes, Avenue Matignon, Air Jeune and Audace, in 1934.
The perfumes were taken off the market during World War II, but the company's most famous fragrance, the classic Femme, was launched in 1943 and remains a perennial best-seller. Rochas was an early adapter of the cross-sale and marketed lipstick and stockings as companion pieces to Femme. The company's first men's fragrance, Moustache, was launched in 1949.
Fragrances remain the most important product of the Rochas brand, and Rochas has employed its own in-house perfumer, Jean-Michel Duriez, since 2008.