The Heritage
The Story of Mauro Lorenzi Profumi
Mauro Lorenzi Profumi is an Italian niche perfume house founded in Rome in 2017. The brand creates limited‑edition fragrances that echo the city’s ancient topography and imperial history. Each scent arrives in a minimalist glass vessel, the label bearing a Roman numeral that hints at its inspiration. Beyond personal fragrances, the house offers scented candles and a line of home fragrances that translate Roman art and architecture into aroma. The collection grows slowly, with new releases announced only after a careful creative process, ensuring each bottle feels like a small, handcrafted tribute to the Eternal City.
Heritage
Mauro Lorenzi, a 43‑year‑old graduate from Rome, launched the brand after years of travel through Grasse, Paris, London and Buenos Aires, where he studied traditional perfume techniques. In 2017 he opened a modest studio on a historic Roman street and introduced four inaugural scents—Aventinus, Esquilinus, Quirinalis and Viminalis—each named after one of the city’s seven hills. The launch positioned the house as a purveyor of 100 % artisanal fragrances, a claim confirmed by the brand’s Instagram profile, which notes "Dal 2017 l'arte del Profumo a Roma". Over the next five years the house expanded its narrative, releasing a series of fragrances that reference Roman emperors and festivals. In 2022 the collection grew with Milvius, Hadrianus and Aurelius, while 2023 saw the debut of Amplexus, Extraordinarius Aoud and Basium. Alongside personal perfumes, Mauro Lorenzi Profumi introduced a home fragrance line in two collections, each comprising seven room scents inspired by Roman art and architecture. The brand’s growth has remained deliberately measured; production stays in small batches, and each new launch follows a year‑long development cycle that includes sourcing raw materials, hand‑blending, and aging. This disciplined approach has earned the house a reputation among collectors for consistency and depth, even as it remains under the radar of mainstream luxury reporting. The founder’s commitment to education also appears in seminars and interviews where he shares his creative process, reinforcing the brand’s identity as a scholarly yet sensorial exploration of Rome’s legacy.
Craftsmanship
Every Mauro Lorenzi Profumi scent begins with a research notebook in which the founder records archival references, ancient texts and visual sketches. Once a concept is defined, he sources raw materials from vetted suppliers in Italy, France and the Middle East. Natural ambergris, sustainably harvested oud, and Italian citrus oils appear alongside synthetic accords that extend the scent’s longevity without compromising purity. The blending takes place on a marble workbench, where the founder measures each ingredient by weight and mixes them in small glass beakers. The house limits each batch to no more than 250 ml, allowing the perfumer to monitor the evolution of the mixture over time. After blending, the perfume rests in dark glass containers for a minimum of three months, a period that lets the notes harmonize. Quality control involves sensory evaluation by a panel that includes the founder, a longtime client and a trained nose from a local fragrance school. Only after the panel signs off does the perfume move to bottling. Bottles are hand‑filled in a climate‑controlled room, capped with a metal lid that bears a Roman numeral corresponding to the fragrance’s name. Labels are printed on recycled paper using soy‑based inks, then applied by hand. The brand’s home fragrance line follows a similar protocol, with wax blends poured into ceramic vessels that echo Roman column capitals. Throughout the process, the house documents each step, creating a traceable record that satisfies both artistic and regulatory standards.
Design Language
The visual language of Mauro Lorenzi Profumi mirrors its Roman inspiration. Bottles feature clear, thick glass that showcases the perfume’s natural hue, while the caps are brushed metal stamped with a Roman numeral. Labels use a serif typeface reminiscent of ancient inscriptions, set against a matte background that evokes the texture of travertine. The color palette draws from the city’s palette—creamy marble, terracotta roof tiles, and deep imperial red. In promotional photography, the scents are staged alongside architectural details such as column fragments, marble slabs and frescoed walls, reinforcing the connection between scent and place. The brand’s website adopts a clean, grid‑based layout with generous white space, allowing each fragrance to breathe visually. Social media posts often pair a close‑up of the bottle with a short caption that references the historical figure or location that inspired the scent. The home fragrance collection adopts a slightly different aesthetic: ceramic diffusers are shaped like miniature amphorae, and the packaging features illustrated maps of ancient Rome. This cohesive visual strategy creates a recognizable identity that feels both scholarly and contemporary, inviting collectors to explore the story behind each design element.
Philosophy
Mauro Lorenzi Profumi treats perfume as a narrative device that transports the wearer to a specific moment in Roman history. The house believes that scent can convey the texture of marble, the echo of a forum, or the scent of a summer garden on the Palatine. This belief drives a creative vision that blends historical research with contemporary olfactory techniques. The brand values authenticity, insisting that every ingredient be traceable to its source and that each formula be crafted by hand in Rome. Sustainability informs the packaging choices; bottles are made of recyclable glass, and caps are fashioned from reclaimed metal. The house also embraces personalization, offering a bespoke service where clients collaborate with the founder to shape a fragrance that reflects their own story. By grounding each scent in a documented historical reference—whether a hill, an emperor or a festival—the brand aims to provide a learning experience as well as an aromatic one. This educational angle appears in public talks and written interviews, where Mauro Lorenzi explains the cultural context behind each name, reinforcing the idea that perfume can be both art and scholarship.
Key Milestones
2017
Mauro Lorenzi launches the brand in Rome and releases the first four hill‑inspired fragrances: Aventinus, Esquilinus, Quirinalis and Viminalis.
2018
The house introduces a bespoke perfume service, allowing clients to co‑create custom scents in the founder’s studio.
2020
Mauro Lorenzi Profumi expands into home fragrances, debuting two collections of seven room scents each, inspired by Roman art and architecture.
2022
A trio of emperor‑themed fragrances—Milvius, Hadrianus and Aurelius—launch, marking the brand’s first major expansion since its founding.
2023
The brand releases Amplexus, Extraordinarius Aoud and Basium, reinforcing its commitment to limited‑edition, art‑driven launches.
2024
Mauro Lorenzi Profumi participates in a public seminar on niche perfumery, sharing its research‑driven creative process with industry peers.
At a Glance
Brand profile snapshot
Origin
Italy
Founded
2017
Heritage
9
Years active
Collection
1
Fragrances released
Avg Rating
4.0
Community sentiment
Release Rhythm