Jeroboam Oud Morning: Blueberry Meets Oud at Harrods
A Paris house built its name on musk extraits strong enough to double as a personality trait. Its latest Harrods exclusive opens on blueberries. Here is what Jeroboam is actually doing with Oud Morning, and why the fruit is the interesting part, not the oud.
Jeroboam has never been a subtle brand. Its extraits are dosed high, its bottle sizes are a running joke against its own name, and its founder has described perfume in the language of weaponry rather than wardrobe. So it says something that its latest Harrods exclusive, Jeroboam Oud Morning, opens its press notes not with oud, wood or leather, but with blueberry. That is either a small provocation or a genuine shift in register, and at this stage it is fair to be curious about which. This article is based on official information and published notes; and no, Linda, I have not tested Oud Morning yet.
A Harrods exclusive, again
Oud Morning launched in July 2026 as an Extrait de Parfum exclusive to Harrods, where it is listed at £290 for 100ml. That distribution pattern is not new territory for Jeroboam: the house’s Your Oudhness, also composed by Vanina Muracciole, arrived at Harrods in 2024 under a similar exclusive arrangement. Two department-store exclusives built around oud, from the same perfumer, in the space of two years, suggests Harrods has become a deliberate outlet for Jeroboam rather than a one-off placement.
The brand itself sits under François Hénin, who also owns Jovoy Paris, and who founded Jeroboam around a philosophy that treats scent as something closer to armament than accessory: “Perfume is a weapon for those who know how to use it,” as Hénin has put it. Fragrance names across the collection are drawn from Esperanto, framed as a universal language of seduction, and the house’s signature move has always been concentration: extraits only, built for presence rather than politeness.
What is actually in the bottle
According to Jeroboam’s own notes, Oud Morning opens with blueberry, gurjum balsam and saffron, moves through a heart of Indian oud, leather, dry wood and violet, and settles into a base of sugar, sandalwood, cedarwood and white musk. The brand describes the composition as balancing brightness and depth, an oud that “drifts through spices and florals” before landing on what it calls a smooth, sensual, intimate finish.
That is a fairly unusual pairing. Fruity-oud is a well-worn combination, but blueberry specifically, rather than the more familiar rose or saffron-forward oud openings, reads as a deliberate attempt to soften the genre’s more austere reputation without abandoning it altogether. On paper, saffron, gurjum balsam, leather and dry woods appear designed to keep the blueberry anchored within a darker structure.
Whether that blueberry opening reads as playful or simply odd against Jeroboam’s usual register is exactly the kind of question that only skin testing can answer, and one worth returning to once a sample is in hand.
Launch context
Hénin presented Oud Morning at a series of UK events around its release, including gatherings at Pavyllon London and at Harrods itself, where he spoke about the inspiration behind the fragrance. A blueberry-themed launch brunch, tied directly to the fragrance’s opening note, was also held to mark the release, which at least confirms that the fruit is being treated as the fragrance’s headline feature rather than an incidental detail buried under oud.
Jeroboam Oud Morning Quick Reference
| Brand | Jeroboam |
| Fragrance | Oud Morning |
| Year | 2026 |
| Concentration | Extrait de Parfum |
| Perfumer | Vanina Muracciole |
| Key notes | Blueberry, gurjum balsam, saffron, Indian oud, leather, dry wood, violet, sugar, sandalwood, cedarwood, white musk |
| Available sizes | 100ml |
| Price | £290 (100ml, confirm against live Harrods listing before publication) |
| Testing status | Preview, not tested |
| Official page | harrods.com |
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