Heritage
A house, in its own words
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. 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 By grounding each scent in a documented historical reference—whether a hill, an emperor or a festival—the brand aims to provide a learning experience as well as an aromatic one.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.