Fragrance house

I Profumi di Firenze

I Profumi di Firenze traces its roots to Giovanni Di Massimo’s work as a pharmacist, herbalist and researcher, which began in the 1960s. In 1978, he undertook focused study of officinal plants and their olfactory dimension, then founded Spezierie Palazzo Vecchio in Florence in 1989. The Spezierie opened its first laboratory and herbalist shop in the city’s historic centre in 1990, and artistic perfumery became a central part of the project in 2001. The I Profumi di Firenze – Dott. Di Massimo trademark was registered in 2013. Rooted in Florence, the independent Italian brand combines pharmaceutical and herbal tradition with artistic niche perfumery, research, craftsmanship and contemporary design. Its creative language draws on Renaissance Florentine perfumery, Tuscany and Florence, Mediterranean landscapes, memory, emotion, art and cultural exchange. Giovanni Di Massimo is identified as the founder and perfumer; Francesca Di Massimo joined in 2015 and guides the company’s continuing evolution with emphasis on innovation and sustainability. The first perfume, Caterina de’ Medici, launched in 1994 as a tribute to Di Massimo’s muse.