Fragrance house

Mäurer & Wirtz

Mäurer & Wirtz grew from soapmaking into an industrial company and international fragrance manufacturer, with cosmetics and eau de cologne developing alongside soaps and detergents. In 1990, the family business adopted the legal structure Mäurer & Wirtz GmbH & Co. KG; it is an independent subsidiary of the dalli-group and remains wholly owned by the Wirtz family. The company entered fragrance licensing in 1992, adding work for fashion and lifestyle labels to its own traditional brands. Its portfolio expanded through the 2007 acquisition of 4711, Tosca, Sir Irisch Moos and Extase from Muelhens, followed by the takeover of Baldessarini’s fragrance business in 2012. In 2021 it launched Route 66, Les Destinations and its first direct-to-consumer brand, Orodion; CARE followed in 2023, and Thomas Rath Collection licensed fragrances in 2024. With more than 180 years of experience, Mäurer & Wirtz combines proprietary, licensed and direct-to-consumer fragrance brands. 4711 Original Eau de Cologne is a long-standing German classic and an icon, while Tabac Original, launched in 1959 across aftershave, pre-electric shave and eau de cologne, became a bestseller and milestone in German men’s shaving care.