Fragrance house

Benetton

Benetton Group was founded in 1965 in Ponzano Veneto, Italy, by the Benetton family, whose earlier knitwear production began in 1955. Its identity is built around knitwear, color, quality, innovation, cultural openness, and respect for diversity. From 1982, photographer Oliviero Toscani’s campaigns made diversity and social issues central to the brand’s public communication; the phrase “Tutti i colori del mondo” later evolved into the name United Colors of Benetton. Benetton launched COLORS magazine in 1991 and created Fabrica, its communication research centre, in 1994. In fragrance, the cosmetics branch was entrusted to Leslie Grunberg in 1986; the Colors fragrance followed, with Colors dated to 1987 and Colors for Men to 1988. In 2012, Benetton Group left the Milan Stock Exchange after Edizione made a public tender offer for the shares it did not own, and by 2024 Edizione wholly owned the group. In May 2024, cofounder Luciano Benetton withdrew from the chairmanship, marking the first time the group was no longer led by a member of its founding family.