In the early fifties of the 20th century, the desire to create something special and important emerged in a charming rural village in southern Italy – Sant’Elena Sannita. This enterprising spirit led the Durante family to Rome, the right place for dreams to come true. And thus they opened their first store devoted to luxury in personal care. in 1996 the founders’ grandchildren decided to give life to their professional passion, and created their own olfactory concept: PROFVMVM ROMA The creation of unconventional smells related to their feelings, emotions, and the personal experience of breaking away from the current rules in the world of perfumes.