724

The Verdict

Maison Francis Kurkdjian 724 is, in many ways, the most accurate and archetypal interpretation of clean ever put in a perfume bottle. Launched in 2022 and inspired by the vertical energy of great cities, it captures the sensation of freshly laundered fabric, crisp morning air, and sunlight reflecting off glass skyscrapers. Francis Kurkdjian's technical mastery is undeniable, but the fragrance has divided opinion on whether being perfectly inoffensive is a virtue or a limitation.

The community is genuinely split. Lovers praise its radiant, luminous quality and true all-occasion versatility. Critics see it as citrus soap and nothing else, an overpriced exercise in safe commercial perfumery from a house capable of much more. The truth, as usual, lies somewhere between these poles.

What It Smells Like

The opening is bright and effervescent. Calabrian bergamot provides crisp citrus energy while aldehydes add their characteristic sparkling, metallic lift. The effect is immediately clean and uplifting, like stepping into freshly pressed linen on a sunny morning. There is a soapy quality from the very first spray that sets the tone for the entire composition.

The heart reveals a gentle bouquet of white flowers. Egyptian jasmine absolute lends a creamy richness that is kept airy and light rather than heady, supported by sweet pea and mock orange (also known as poet's jasmine). Together, these florals create a soft, luminous effect that some describe as floral fresh and easy to love, while others find indistinguishable from a high-end detergent.

The base provides quiet warmth. Indian white sandalwood adds milky, softly spiced depth, while white musk wraps everything in clean tenderness. The drydown is comforting and skin-like, with a hint of something subtly dirty beneath the pristine surface that keeps it from being entirely antiseptic.

When to Wear It

724 is perhaps the most versatile fragrance in MFK's lineup. Its moderate projection and clean profile make it genuinely appropriate for any occasion: office meetings, casual weekends, formal events, dates, and everything in between. It works across all four seasons, though it may shine brightest in spring and summer when its fresh, luminous quality harmonizes with warm weather.

This is the fragrance equivalent of a perfectly tailored white shirt. It goes with everything, offends no one, and communicates understated quality.

Longevity & Projection

Performance is respectable. Reviewers consistently report 6-8 hours on skin, with the scent lingering considerably longer on fabric. Projection is moderate, creating a polished aura within close to moderate range without ever becoming intrusive. This restraint is ideal for professional environments and fragrance-sensitive settings where something heavier would be inappropriate.

The moderate sillage is by design rather than a weakness, positioned as perfect for daily office wear where you want to smell good without overwhelming colleagues.

The Community Says

Reddit users and Fragrantica reviewers have engaged in spirited debate about 724. Supporters describe it as pure delight with its fresh and light florals that are just so easy to love. Persolaise acknowledges its technical excellence while questioning whether it is too amenable for its own good. A pointed Fragrantica editorial titled MFK 724: Citrus Soap And Nothing Else captures the skeptics' view, arguing the fragrance is unusually one-dimensional even by MFK's synthetic-forward standards.

Basenotes reviewers have offered more measured praise, recognizing it as a well-constructed clean fragrance while noting that similar vibes can be found at lower price points.

Who Should Buy This

724 is ideal for professionals who want a sophisticated, never-offensive daily fragrance that communicates quiet luxury. If clean, soapy, aldehydic compositions are your preference, this is the category refined to its essence. It also works beautifully as a gift, since its universal appeal and prestigious packaging make it a safe but impressive choice.

It is not for fragrance enthusiasts who crave complexity, evolution, or strong character in their perfume. If you want your scent to tell a story or provoke a reaction, 724's relentless politeness may feel like a missed opportunity at its price point.

The Bottom Line

MFK 724 is a technically flawless aldehydic white floral that embodies clean sophistication. Francis Kurkdjian demonstrates all the skill for which he is rightly lauded, creating a luminous, versatile composition that works in virtually every context. Whether its extreme approachability represents elegant restraint or expensive blandness is a question only your nose can answer.