I Profumi di Firenze was founded by Dr. Giovanni di Massimo, Apothecary-Perfumer, in Florence, Italy in 1966. Dr. di Massimo is a renowned in Italian pioneer of natural cosmetics. It wasn’t until 2003 that the brand was introduced to the U.S. market encompassing limited edition fragrances for Barneys New York.
The collection of over 24 perfumes originates with the discovery of Catherine de Medici’s secret perfume formula, unearthed in a Renaissance manuscript after the Florentine flood of 1966. The inspiration for the fragrances come from the Renaissance period when Florence was considered the world capital of perfume. The 16th century manuscript of perfume recipes of Catherine de Medici and her perfumers were called “Muschiari”. Contemporary additions are inspired by the period’s high-caliber techniques of Florentine perfumery handcrafted with natural ingredients.
Customers include royalty, beauty editors, movie stars and other celebrities such as Emmy Rossum, Gwyneth Paltrow, Ashley Judd, Nicole Kidman, InStyle’s Kahlana Barfield. Our fans tend to be refined, poetic, passionate souls who love history, simple elegance and the luxury of handcrafted perfume.