Fragrance house

Montenapoleone Profumi Milano

Montenapoleone Profumi Milano is an Italian maison of artistic perfumery founded by Simone Baronio. Its concept took shape during the COVID-19 pandemic, when Baronio temporarily lost his sense of smell; after it returned, recognizing his wife’s perfume helped inspire the brand. Before founding the maison, he had spent more than 25 years as an entrepreneur rebuilding and relaunching companies in difficulty. Montenapoleone Profumi Milano presents fragrance as an expression of personal identity, joining the emotional role of scent with Milanese rigor and a Made-in-Italy approach. The venture launched on April 11, 2025, as a new project in artistic perfumery. Its official international debut was announced for Beautyworld Middle East in Dubai, held from October 28 to 30, 2025.