The Perfume Brands We Select
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Our catalog carries 262 perfume brands and other houses. It is not everything that exists: it is what we have chosen. The only criterion, always the same, is that a house comes in if it has an idea of its own, not if everyone already knows it.
Niche perfumery
Niche and artistic perfumery: Xerjoff, Amouage, Byredo, Montale, Nasomatto, Frédéric Malle. And alongside them the great houses, from Arabian perfumes to Le Labo, Creed, Diptyque.
Skincare
La Mer, Valmont, Sisley, Cellcosmet, Menard, Augustinus Bader, Orveda.
Makeup
Tom Ford, Giorgio Armani, Yves Saint Laurent, Lancôme, Bobbi Brown, Shiseido.
Hair and barbering
Oribe, Medavita, Aldo Coppola, and for barbering Geo F. Trumper, Antica Barbieria Colla, Floris.
How the catalog changes
The assortment is not fixed. New houses come in when they offer something that wasn't there yet. Others leave when they no longer stand out from the rest or when their distribution changes. We don't announce the day a house leaves; its name simply fades from our boutiques and from the website over time.
Same criterion, different departments
Whether it's perfumery, skincare or makeup, the selection criterion is always the same: we are interested in houses with a clear identity, not the most advertised or the cheapest.
How the selection is built
The 262 houses come from different sources: distributors who propose brands, feedback from customers in the boutiques, research among emerging niche houses. A new product in the catalog of an existing house is not a reason to add it. A house comes in if it has a reason to be here alongside the others, an idea we don't already represent. The list changes over time. It is not a fixed snapshot of what exists on the market today, but the result of concrete choices about what we keep in store and online. Here are the addresses of our boutiques in Milan, where you can browse the full assortment and choose with direct advice from our staff.