Fragrance house

Sãlum

Sãlum was founded in 2023 from an idea by Italian art director Massimiliano Minorini. Its identity draws on the sea, open horizons, travel, wind, landscapes, and marine imagery, with marine accords treated as a year-round foundation alongside gourmand, oriental, woody, resinous, and spicy materials. The initial concept centered on the nocturnal Arabian sea, and the launch collection comprised three fragrances developed by Minorini with perfumer Luca Maffei. A later Polynesian Soul collection was created by Minorini in collaboration with Sofia Bardelli and included the Cocoyster and Strawberry Pool concepts. Cocoyster is a bestseller and a symbol of Sãlum’s contrasts, pairing an oyster accord with coconut and ylang-ylang. In 2025, Italart entered a licensing relationship involving Sãlum; Italart Co. S.r.l. currently holds the Sãlum Parfums trademark.