Heritage
A house, in its own words
Alessandro Rocco Cicone and Rita Rubis first met in a shared studio in Milan in 2022. Both had spent years working in adjacent creative fields—Alessandro in graphic design, Rita in culinary arts. A personal loss in late 2022 prompted the couple to channel their grief into scent, a medium they felt could translate emotion into a tangible form. Over the following months they experimented with raw materials, consulted independent laboratories and drafted a brand identity that would honor memory while looking forward. In early 2023 they registered Natvm Parfum as a legal entity in Italy and secured a modest production facility in the outskirts of Turin. The first public offering arrived in September 2023 with Colostrum, a fragrance that references the nourishing qualities of early life fluids. Caos Calmo followed in November, juxtaposing turbulent accords with a serene base, while Big Bang! launched in December as a celebration of creation itself. The trio earned a spot in the ESXENCE 2024 showcase, where the founders explained how the event that sparked the brand’s inception continued to shape its direction. By mid‑2024 Natvm Parfum opened a flagship boutique in Milan’s Brera district, offering customers a tactile experience of the brand’s limited‑edition releases. In 2025 the house announced its first collaboration with a historic Italian glassmaker, integrating reclaimed materials into its bottle design. Each milestone reflects a deliberate pace, allowing the founders to refine their vision without sacrificing quality. Natvm Parfum treats fragrance as a laboratory for feeling. The founders describe their creative process as a dialogue between memory and invention, where each note is chosen for its capacity to evoke a specific moment. They reject mass‑market trends, instead focusing on compositions that invite contemplation. Sustainability informs their values; the brand sources ingredients from certified farms in France, Italy and Morocco, and prioritizes suppliers who practice fair labor standards. Transparency is a core promise: every release is accompanied by a brief that lists the origin of each material, the ratio of natural to synthetic components, and the intended emotional palette. Natvm Parfum also embraces a minimalist aesthetic, believing that a clean visual presentation lets the scent speak for itself. Community engagement occurs through limited‑edition drops announced on social media, where followers can provide feedback that may influence future creations. The house measures success by the depth of conversation it sparks among collectors, not by sales volume.