Fragrance house

Alps

Alps is a Mavive-owned fragrance and lifestyle brand created in 2022 within the company’s exclusive division. Its corporate lineage reaches back to 1900, when Angelo Vidal founded Vidal Profumi and established a perfumery workshop at Venice’s Palazzo Mocenigo. Vidal was acquired by Henkel in 1980, before Massimo Vidal established Mavive in 1986 and relaunched the business with Pino Silvestre; Mavive remains under the stewardship of the Vidal family’s third and fourth generations. Alps publicly launched as Alps Life Pure Sensations on 21–22 May 2024 in Cortina in the Dolomites as a Made in Italy project focused on Alpine nature, sustainability, and olfactory innovation. Its creative identity draws on mountain air, aromatic and herbal effects, mineral environments, and pine woodiness, combining fragrances and body care with sustainability messaging and neuroscience-based development. In 2024, the brand extended its concept into a multisensory museum experience at Venice’s Palazzo Mocenigo, using virtual reality, audiovisual work, and olfactory neuroscience to interpret the Alps.