Fragrance house

Profumi di Firenze

Profumi di Firenze is the fragrance line of Spezierie Palazzo Vecchio, a Florentine business founded by pharmacist and formulator Giovanni Di Massimo. Di Massimo began his professional path as a pharmacist in Corvara in 1965, followed by study and research into officinal plants and their olfactory dimension in 1978. Spezierie Palazzo Vecchio was founded in Florence in 1989, and artistic perfumery became a central part of the project in 2001, extending its work beyond pharmacy, herbalism, and cosmetics. The I Profumi di Firenze trademark was registered in 2013. A generational transition began with Francesca Di Massimo’s entry in 2015, while in 2019 the creative process integrated art, culture, and emotional storytelling into its niche artistic-perfumery identity. The independent business combines Florentine Renaissance apothecary traditions, scientific and herbalist knowledge, selected natural raw materials, and contemporary design. Its fragrance history includes Caterina de’ Medici, the first fragrance created for Spezierie Palazzo Vecchio and a composition linked to Renaissance perfume formulas associated with Caterina de’ Medici and Florence.