Why it belongs in ORBIS
Florence fragrance house founded in 1966 by apothecary-perfumer Dr. Giovanni Di Massimo, who said he found Renaissance-era perfume formulas linked to Catherine de' Medici's 'Muschiari' during restoration after the 1966 flood.
I Profumi di Firenze is a Florence-based fragrance house founded in 1966 by Dr. Giovanni Di Massimo, an apothecary-perfumer. According to the brand's own account, following the catastrophic Florence flood of 1966, Di Massimo came across a Renaissance-era manuscript recording perfume formulas associated with Catherine de' Medici and her 'Muschiari' perfumers. Using his research laboratory, Di Massimo developed the brand's line of 'Acqua Mirabili Odorose di Firenze.' The brand entered the US market in 2003 with limited editions for Barneys New York and is now stocked by specialty perfumeries including C.O. Bigelow.