Heritage
A house, in its own words
Simone Andreoli grew up in the Veneto region, where an early fascination with aromas led him to experiment with essential oils as a teenager. In 2011 he produced his first fragrance, a personal project that circulated among friends and local boutiques. By 2014, at the age of twenty‑four, he partnered with Alberto Gaiti to launch the Simone Andreoli brand, positioning it as a diary of scent rather than a conventional perfume house. The inaugural collection introduced a handful of scents that were all manufactured in Italy, establishing a reputation for domestic production and intimate scale. 2016 saw the release of Eterno, a warm, introspective blend that earned attention on fragrance forums and highlighted the brand’s commitment to storytelling. Two years later, Smoke Of God arrived, expanding the palette to smoky, resinous notes and confirming the brand’s willingness to explore darker moods. 2020 brought Leisure in Paradise, a bright, coastal composition that referenced the brand’s recurring travel motif. In 2021 Simone Andreoli added Glaze Ecstasy and Sunplosion, two fragrances that juxtaposed metallic shimmer with radiant citrus, illustrating the house’s experimental edge. Ocean of a Midnight Moon (2022) introduced marine accords paired with nocturnal woods, while Vicebomb (2023) offered an urban, metallic intensity. The most recent entries, Smoke of Desert (2024) and Apricot Innocence (2025), continue the pattern of place‑based narratives, each released in a limited run and fully produced in Italy. Throughout its evolution, the brand has maintained a small‑batch approach, relying on Simone Andreoli’s own nose for formulation and on a network of Italian laboratories for ingredient preparation. Interviews on the "It's Just Perfume" podcast have documented the house’s steady growth, confirming its niche status without resorting to broad market claims. The creative vision behind Simone Andreoli centers on the idea that scent can act as a diary entry, capturing a fleeting feeling or a distant landscape. Simone Andreoli describes his work as "liquid emotions" that translate travel experiences into aromatic form. Each fragrance is anchored to a specific memory – a desert sunrise, a midnight sea, a summer party on the Bay – and the composition is built to evoke that moment for the wearer. The brand rejects mass‑market trends, opting instead for a limited catalogue that allows deeper exploration of each theme. Transparency is a core value; the perfumer often shares the inspiration behind a scent in handwritten notes that accompany the bottle. Sustainability is addressed through sourcing ingredients from established suppliers who practice responsible harvesting, and by keeping production volumes low to reduce waste. The house also embraces the balance between natural extracts and modern synthetics, using the latter to recreate notes that are otherwise impossible to capture, thereby expanding the emotional vocabulary of each perfume. This philosophy of intimate storytelling, combined with a disciplined focus on quality, defines the brand’s identity within the niche perfume community.