Fragrance house

profvmvmroma

Profumum Roma was founded in Rome in 1996 by siblings Giuseppe, Luciano, Maria, and Felice Durante. Its family history reaches back to Sant’Elena Sannita, the home of Celestino and Luisa Durante, who moved to Rome after the Second World War and built a business in soaps, cosmetics, and perfumery. The siblings established the fragrance house after becoming dissatisfied with restrictive commercial and perfumery conventions, creating an autonomous brand with a creative identity centered on memories, emotions, and sensory recollection. The house presents its fragrances as an alchemy of memories rooted in the Durante family story. Acqua di Sale, identified as a 1996 fragrance, marked the beginning of the Profumum Roma adventure and is described as the house’s best seller over the years. Its Mediterranean marine theme, with seaweed, myrtle, and cedarwood accords, directly expresses that memory-led identity.