Fragrance house

puterfulbyprimor

Puterful originated in San Fernando, Cádiz, as a project founded by Alejandro Oneto and Diego Villalba in the mid-2010s. The founders first built a Facebook presence around original phrases and illustrations, responding to the conventions of motivational-message brands. Its creative identity is grounded in ironic, irreverent humor, with colorful designs paired with blunt or sarcastic wording. As audiences and manufacturers showed interest in products carrying that work, the project developed from social-media content into a commercial brand. In 2017, Puterful entered a licensing and commercial partnership with Perfumerías Primor, which produced products under the Puterful licence and helped extend the brand beyond its earlier merchandise. By 2025, its wider lifestyle offering included fragrance-related products, stationery, cosmetics accessories and gifts. The fragrance line, Puterful by Primor, is presented as a humorous collection of eau de cologne fragrances whose names and concepts draw on the brand’s comic phrases.