Valentine’s Day was a big deal in Victorian London, so much so that newspapers often reported on how many tens of thousands of cards were sent out on the backs of busy postmen. Leading up to the day, there were notices urging people to send their missives early, so that the system would not be overloaded. Perfumer Eugene Rimmel made smart use of the occasion, expanding his business to include the manufacture of Valentine’s cards that were scented with his perfume. Here’s a little find from an 1870 issue of Penny Illustrated.

One of the sights of London on St. Valentine’s Eve is the exterior of any of M. Rimmel’s establishments. The valentines of this famous perfumer growing in popularity every year, the middle of February attracts more and more disciples of the lovers’ saint to 96, Strand. Every variety of swain and sweetheart hie thither, and form a study as interesting as the beauteous and delicate works of art which they gaze at, as if perplexed as to which to choose. M. Rimmel’s valentines are this year even more charming than ever. He has been fortunate enough to hit upon an artist who paints a fair face with a magic touch, and is alike happy in delineating blonde and brunette. As graceful in design as the valentines in which these irresistible beauties appear are some choice specimens adorned by real birds, rich in plumage, and stuffed with such skill that they would make handsome ornaments for any mantelpiece. The floral lovemissives, scented sachets, and girl-of-the-period valentines also merit a word of praise. They are worthy of that arch match-maker M. Rimmel, whose name will be in good odour, we trust, with many happy couples this season.

Penny Illustrated Paper, February 12, 1870

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Sources and further reading

Victorian Valentines by Sarah Beattie. V & A Blog.

“Rimmel’s Valentines.” Penny Illustrated Paper, 12 February, 1870.

“Rimmel’s Scented World.” John Johnson Collection, Bodleian Libraries.