1952 - In a small enchanting country town in southern Italy - Sant'Elena Sannita, there was a desire to create great and important things. This entrepreneurial spirit characterized the Durante family in particular, who guided them to the city of Rome, the right place to achieve their goals. It is a family business, from parents to son, passion for the sense of smell, cultural context Devotion to essences Perfumes and emotions.
1954: the young people of Sant'Elena managed to make the most of their talent. And many sacrifices later, the bicycles were transformed into a shop where they began to display beard soap sold by weight, hair lotions and cologne.
Over the years, they acquired knowledge and expertise related to the world of perfumes to the point of defining their own olfactory style, which is so unique and innovative because it is made up of the olfactory experiences of the four siblings.