Fragrance house

Mirum

Mirum is an Italian niche fragrance line launched in 2015. Its public creative identity combines fragrance with narrative, emotional associations, and visual design, presenting the work as a collaboration between a perfumer and a creative, with the fragrances and decoration made in Italy. In November 2018, Mirum introduced Fantasia, a trilogy comprising Dominus, Rubacuori, and Spirito Libero, with a diamond-pattern design conceived by Fulvio Fronzoni. Dominique Moellhausen created the trilogy’s fragrances. Fantasia links its three scents to power, seduction, and personal freedom: Dominus expresses power through a woody, citrusy, spicy fragrance without a gender reference, while Rubacuori centers on pleasure and seduction in an oriental-floral-spicy fragrance.