Profumum Roma was established in Italy in 1996, encompassing a rich narrative rooted in the experiences of Celestino Durante. After serving in World War II, he returned to his humble hometown of Sant’Elena Sannita, renowned for its farming and livestock industries. With a tenacious work ethic and a modest skill set, Celestino embarked on a journey to Rome with his newlywed wife, Luisa, in search of better opportunities.

Celestino’s story resonated with countless young men from Sant’Elena who ventured to Rome, building their lives from the ground up. Initially working as knife-grinders, these ambitious individuals gradually pioneered their own shops and showcased their talents. Alongside the knife-grinding wheels that honed razors and scissors, they began crafting shaving soaps, hair lotions, and colognes. As the years unfolded, their names found themselves adorning Rome’s most enchanting streets. The knife-grinders of Sant’Elena had transformed into prominent perfume artisans within the Eternal City.

Now grandparents, Celestino and Luisa bestowed upon their children Giuseppe, Luciano, Maria, and Felice Durante the remarkable opportunity to forge their own path and pursue their dreams. However, the landscape of commerce underwent significant evolution, entailing changes within the perfumery market. The impact of globalization and standardization weighed heavy upon the Durante siblings. They felt stifled, manipulated, and restricted in their creative pursuits, igniting a burning desire to seek a new direction.

And so it was in 1996 that they forged their own destiny, birthing “PRO-FUMUM ROMA.” A Profumum Roma fragrance represents a tangible fragment of this captivating tale. Should you find yourself in Sant’Elena, standing before the magnificent bronze statue resembling a knife grinder, they kindly implore you to pause and reflect, for it is there that their roots lie ingrained.

Through their perfumes, which pay homage to every facet of the mesmerizing city of Rome, Profumum Roma endeavors to communicate emotions and sensations—a conduit to our collective memories. As a renowned designer, Profumum Roma boasts an exquisite fragrance base of 43 perfumes, with its earliest edition originating in 1996 and the most recent unveiling in 2023.