724 2022 Eau de Parfum

724 (Eau de Parfum) by Maison Francis Kurkdjian
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7.4 / 10 742 Ratings
A perfume by Maison Francis Kurkdjian for women and men, released in 2022. The scent is fresh-floral. It is being marketed by LVMH.
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Main accords

Fresh
Floral
Citrus
Synthetic
Creamy

Fragrance Pyramid

Top Notes Top Notes
AldehydesAldehydes Calabrian bergamotCalabrian bergamot
Heart Notes Heart Notes
Lily of the valleyLily of the valley Egyptian jasminum grandiflorum absoluteEgyptian jasminum grandiflorum absolute Sweet peaSweet pea FreesiaFreesia Mock-orangeMock-orange
Base Notes Base Notes
White muskWhite musk Indian sandalwoodIndian sandalwood

Perfumer

Videos
Ratings
Scent
7.4742 Ratings
Longevity
7.1668 Ratings
Sillage
6.7657 Ratings
Bottle
8.0619 Ratings
Value for money
5.9542 Ratings
Submitted by Essy07, last update on 06/28/2025.

Smells similar

What the fragrance is similar to
Aqua Universalis Forte by Maison Francis Kurkdjian
Aqua Universalis Forte
Aqua Universalis (Eau de Toilette) by Maison Francis Kurkdjian
Aqua Universalis Eau de Toilette
724 (Brume Cheveux) by Maison Francis Kurkdjian
724 Brume Cheveux
Blanche (Eau de Parfum) by Byredo
Blanche Eau de Parfum
Breeze by Lattafa Pride
Breeze
Original Eau de Cologne by Johann Maria Farina gegenüber dem Jülichs-Platz
Original Eau de Cologne

Reviews

28 in-depth fragrance descriptions
Byrehoe

191 Reviews
Byrehoe
Byrehoe
7  
purifying light
A scintillating sort of clean. A high-UV index sky. Linens so crisp they might cut. Diamond-sharp aldehydes are joined by lemon, jasmine, and a crystal-clear lily of the valley. It feels kindred to Byredo’s Blanche, but Blanche seems off-white in comparison the saturation and clarity of 724. Lasts at least 8h on skin and don’t even want to guess how long in fabric. This is a scent that fumigates, sterilizes, and absolves all sins. My coworkers, who are outrageously generous and have impeccable taste, surprised me with this as a birthday gift. While I’m flattered they’d think me a 724 girl, I don't know if I can live up to this scent.

Mental Snapshot: When people call this a white-tee-and-jeans scent, I see it. But not in a humble, easy sort of way. This is the white-tee-and-jeans uniform of a tech mogul or a “relatable” celebrity. It’s a smile so white it's practically bioluminescent. Mr. Clean wasn’t always Mr. Clean. Well, not until he took your name. (Though you still had him sign the prenup).

tl;dr: Mistress Clean
0 Comments
6
Sillage
6
Longevity
5
Scent
Kurai

388 Reviews
Kurai
Kurai
3  
Home spray
MFK's marketing cowboys present this as a vibrant yet urban spirit. I dunno guys, but all I get is a traditional approach to Lily-of-the-valley. Kind of soapy and slightly reminding me of home sprays. Jasmin adds a bit of fluffiness, but not enough to take away that sharp cleansing product vibe.

This is closer to grandmother Diorissimo (1956) Eau de Toilette than it should be. MFK's interpretation falls way short of other contemporary Lily-of-the-valley, like "Lucky | Dior" , Cavatina and "Synthetic Jungle | Editions de Parfums Frédéric Malle" . A big miss. Pity.
1 Comment
7
Pricing
10
Bottle
7
Sillage
8
Longevity
10
Scent
Scrubhelmet

10 Reviews
Scrubhelmet
Scrubhelmet
3  
Cleanliness of white flowers and fresh zestiness of aldehydes
EDIT: After a month, the aldehydic note grew softer while the Calabrian bergamot note became a bit stronger.

It's a nice summer around 9 AM. The blueness of the sky backdrops the sun and scattered cumulus clouds. I'm relaxing on the beach, sitting on a chair under a huge umbrella and beside a vase of white flowers. Small waves lap gently along the shore while the sea breeze whiffs on my face.

Good longevity and average sillage, but that's what I want for a daily, office scent, especially for summer. Sprayed it around 8:45 AM on the back of my neck and the back of my elbows. The projection lasted until 1 PM. After that, I could still smell whiffs until after 5 PM! The citrus dry down lasted until evening. I remember sniffing my inner elbows from time to time.

There's a classy finish to the scent, which is present in the Aqua line of MFK. It is also light, almost ethereal but present, and therefore not intrusive to others. The name and the vision is also appropriate; this would be the no-brainer fresh and clean daily fragrance of an urban careerperson. Lastly, I would say this is unisex but leaning a bit feminine.

I bought the 70 ml version which comes in a durable and sophisticated light blue rectangular box. Upon opening, there's a small lace that you can pull to reveal the bottle secured inside a cutout. The bottle itself is an exquisite cubic glass with a golden metal cap.
0 Comments
7
Pricing
9
Bottle
7
Longevity
9
Scent
Charades

32 Reviews
Charades
Charades
4  
724: Review 04
Out of the samples I received from Maison Francis Kurkdijan, this one by a mile was my favorite. If you’ve smelt Margiela’s Lazy Sunday Morning, this is almost identical to it. This one along with LSM reminds me of waking up in your bed, and catching a whiff of the clean linens on your bed and your comfortable pajamas, with the sun beaming through your curtains and glowing on your skin. As someone who grew up in the city, this for sure reminds me of waking up and looking out the window of the bustling city with the sun shining through the window. Phenomenal fragrance. Smells so clean and uplifting - this will immediately make you feel better physically and mentally upon application.

9/10
0 Comments
FoxinClover

3 Reviews
FoxinClover
FoxinClover
4  
One of the best "Clean" scents one has ever sniffed
If you wish to smell of the most expensively laundered person, this fragrance is for you. One's self was quite startled by how much enjoyment was gained from several wears of this lovely concoction. It is as if it is a balance of softness and warmth vs bright sparkling vibrancy. I can see why it was inspired by urban cityscapes. A poignant contrast of humanity within so much reflective glass and hard lines of contemporary architecture.
1 Comment
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Statements

18 short views on the fragrance
Ineed1936Ineed1936 2 years ago
8
Bottle
7
Sillage
7
Longevity
7
Scent
Instead of 724, try the better Chanel 1957. Its a more nuanced and tell us a story, wich is lacking in 724.
0 Comments
RazvanykeRazvanyke 3 years ago
Generic nothing from MFK, overpriced. Smells like nice soap, shower gel vibes. Big flop from LVMH, unfortunately.
0 Comments
FreshKatsuFreshKatsu 2 years ago
8
Bottle
7
Sillage
7
Longevity
8
Scent
I usually find aldehydes too harsh & caustic but this feels inviting & gentle. The lily note is retro but comforting. Blanche but better.
0 Comments
Ka3nKa3n 3 years ago
Identical to 754, LVMH must have cancelled Bergdorf exclusive contract. This is lily of the valley dominant, very soapy and clean scent
0 Comments
GorinGorin 9 months ago
5
Scent
The most generic and boring MFK I’ve tried. And there’s a lot of them. 724 is so meh it’s hard to describe, don’t worry about it.
0 Comments
VoldageVoldage 2 years ago
8
Bottle
6
Sillage
8
Longevity
7
Scent
Less airy and more complex in character than its obvious brother (Aqua Universalis) both share that effortless classy, clean luminous trail.
0 Comments
JanetbearyJanetbeary 11 months ago
6
Bottle
7
Sillage
7
Longevity
7.5
Scent
Reminds me of the scent that’s in the air when out and about at the beach. Big summer vibes. Not much of anything else, though.
0 Comments
StarA1StarA1 1 year ago
The scent is fresh-floral, a strongly powdery, and stark women's fragrance that is never suitable for men.
0 Comments
TRehfTRehf 3 years ago
Pleasant floral office scent that develops similar to Accento Overdose by Xerjoff & gets outperformed by it. AO is more expensive but better
0 Comments
NicheOnlyNicheOnly 3 years ago
7
Bottle
5
Sillage
7
Longevity
7
Scent
Starts typical boring citrus white floral, but the blend does have something just a tad masculine. Maybe the musk w/ aldehydes? Summer only.
0 Comments
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