Fragrance house

Liu Jo

Liu Jo was founded in 1995 in Carpi, in Italy’s Modena province, by brothers Marco and Vannis Marchi. Between 2000 and 2006, the Italian label grew from apparel and denim into a broader lifestyle concept, adding accessories, kidswear and licensing agreements. Denim, especially the Bottom Up line, became a central part of Liu Jo’s identity. Launched in 2008, Bottom Up was accompanied by a television commercial dedicated to the jeans, making Liu Jo the first fashion label to create one for the line. The brand’s creative philosophy centers on Italian style, feminine individuality, self-expression, empowerment, and attention to materials and detail. Liu Jo entered fragrances in 2014 with Liu Jo Eau de Parfum, its first fragrance, launched under license with Perfume Holding. Liu Jo Beauty describes Liu Jo Eau de Parfum, Scent and Liu Jo Milano as the heart of its perfume collection, alongside the Lovely-Glam line. In April 2024, Eccellenze Italiane Holding was renamed Exelite, which includes Liu Jo Group, Liu Jo Luxury and Liu Jo Uomo and is led by Marco Marchi.