Fragrance house

Malizia

Malizia was launched by Italian personal-care company Mirato in the early 1980s as Malizia Profumo d’Intesa, a line of perfumed deodorants aimed at a young female audience. Its public identity combined accessible, everyday self-care with fragrance, while the advertising jingle “Malizia profumo d’intesa” served as a central element of the launch campaign. During the 1990s, the brand broadened its audience with Intesa Sex Unisex in 1997 and Bon Bons Malizia in 1998, the latter an eau de toilette line directed at very young girls. Malizia later developed into an umbrella brand covering personal-hygiene and home-care lines including Malizia Uomo, Malizia Family, Malizia Giovani and Malizia Casa. In 2021, founder Corrado Ravanelli began passing the family-controlled business behind the brand to his son Fabio, marking a generational change at Mirato.