Profumum Roma

After the Second World War, Celestino and Luisa Durante, together with other young people, left the small village of Sant'Elena Sannita, which has a long knife sharpening tradition, but at that time offered no future for the young people, either in the sharpening trade or in agriculture. They went to Rome. There the couple found a new vocation in soap, cosmetics, and perfume production - and plenty to do, also for the other young emigrants from Sant'Elena Sannita. With diligence and perseverance, they worked their way up from an unfortunate position and became the most important perfumers in Rome. A young family tradition was born when their 4 children Guiseppe, Luciano, Maria, and Felice followed in their parents' footsteps. But the 4 siblings were no longer happy in their profession at the beginning of the nineties: they found the specifications of their customers and the market-dominating companies too restrictive, were frustrated by the loss of quality and the ever-increasing soullessness of the increasingly synthetic products. This crisis and rebellion lead to the founding of the completely autonomous brand Profumum Roma (spelled "Profumum Roma" reminiscent of Roman antiquity) in 1996. From then on, the four specialize in high-quality perfumes with selected ingredients. Far from the mainstream and the big trends, they created distinctive fragrances full of character for a small, quality-conscious audience. The success proved the siblings right: Profumum Roma is now a recognized brand for luxury perfume with many branches throughout Europe.