Heritage
A house, in its own words
Benetton Group was founded in 1965 in Ponzano Veneto, Italy, by the Benetton siblings Luciano, Giuliana, Gilberto and Carlo. The brothers began by knitting colourful sweaters in a small workshop, and within three years they opened a store in Paris, signalling an early appetite for international growth. By the 1970s the label had expanded across Europe and entered the United States, becoming known for bold advertising that celebrated diversity. The fashion house launched its first fragrance, Colors de Benetton, in 1987, followed a year later by a masculine counterpart. These scents were positioned as extensions of the brand’s colourful identity, using bright citrus and floral notes to evoke a sense of playfulness. In 1999 Benetton entered a licensing partnership with the Spanish fragrance company Puig, granting the latter rights to develop and distribute new United Colors lines worldwide. The collaboration produced several sub‑ranges, including United Dreams (2018) and the more experimental Sisterland series (2024). Recent releases such as Green Amazonia for Him (2024) and Happy Green Iris (2020) show a shift toward nature‑inspired accords, reflecting broader industry trends toward sustainability. Throughout its history Benetton has maintained a focus on accessible design, whether on a runway or in a bottle, and continues to leverage its global retail network to bring fragrance to a diverse audience. Benetton treats scent as another medium for expressing its belief that colour and emotion belong to everyone. The brand’s creative brief often references the idea of "everyday optimism" – a desire to craft fragrances that feel at home in a commuter’s bag as well as a weekend getaway. Rather than chasing fleeting trends, Benetton’s perfumers aim for compositions that balance bright top notes with a steady, unobtrusive base, allowing the wearer to layer the scent with personal style. Sustainability has become a guiding principle; recent launches cite responsibly sourced botanical extracts and recyclable packaging. The company also embraces collaboration, inviting artists and storytellers to shape the narrative behind each bottle, as seen in the Sisterland partnership that blends pop‑culture references with olfactory design. This collaborative spirit reflects Benetton’s broader corporate ethos of openness, where diverse perspectives inform product development from concept to shelf.