Heritage
A house, in its own words
DadaMilano was founded in 2024 by Alessio Radaelli, making it one of the most recent additions to Italy's independent perfume landscape. The brand emerged from Milan, a city with a long but largely forgotten perfume history that once included houses such as Casa di Profumo, founded in 1778 on via Torino and active for nearly two centuries before closing in 1955. DadaMilano's debut took place publicly at Snouf, a niche fragrance fair where the house was introduced alongside other independent Italian and European creators. The brand's catalog grew quickly in its first years, with releases including Velluto and Promenade Settanta in 2024, followed by Androgin, Cheesecake Rovesciata, and Eden in 2025, and Corium Amandorla in 2026. Despite its youth, the house frames itself as part of a continuum of Italian artistic perfumery rather than as a corporate brand. The house operates under the idea that perfume is an artistic discipline rather than a lifestyle accessory, and that artistic intent should be visible in the composition itself. DadaMilano concentrates exclusively on Extrait de Parfum, the highest concentration tier in classical perfumery, rather than offering a range of formats. This choice shapes the creative process: each formula is built to perform as a dense, slow-unfolding composition on skin rather than as a light, projecting eau de toilette. The brand's Italian identity is central to its outlook, with Radaelli presenting the work as rooted in a specifically Milanese sensibility that values precision, structure, and a certain intellectual playfulness. Collaborations with multiple perfumers across the early catalog suggest an open approach to authorship, where the house curates rather than dictates every formula.