As it often happens in Italy, this is the story of a family. It began in a small southern village, where the Durante family has been passionately creating perfumes for 40 years. In 1996, their fragrances, which were just local and confidential creations, became a true brand, Pro Fumum, and settled to Rome. Then, the brand has been growing up at a small pace, as the family was eager to preserve its authenticity. The three brothers and one sister, Giuseppe Luciano, Felice and Maria, are managing it. In their laboratory, just behind the shop, they jointly create each fragrance, combining their four olfactory styles.
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They share a common philosophy: to rely each fragrance to life, to the emotions, the sensations and memories that characterize it. "We like the simplicity that creates emotion, our scents must reach the heart," says Felice Durante. The family manufactures the products using a traditional method as well as finely selected ingredients, mostly from Italy. The 32 highly concentrated (43%) fragrances currently available are based on formulas featuring 8 to 10 raw materials; They last as long as an extract. They are sold into handmade boxes that include a 100 ml bottle along with a rechargeable one roll and a mini funnel, for a price ranging from 190 to 240 euros.
Sorriso, (“smile” in Italian), the latest in the range, features bitter chocolate, bitter orange, vanilla and tropical timber notes. A “gourmand’ fragrance that brings up an unexpected creativity.
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Beyond the brand’s four shops in Rome, Pro Fumum is available in fifty selected perfume shops in Europe.