I Profumi di Firenze, founded by pharmacist and chemist Dr. Giovanni Di Massimo, is a perfume brand that has a fascinating origin story dating back to 1966. Dr. Di Massimo discovered old manuscripts containing perfume recipes of Caterina de Medici and other nobility from the 16th century during cleanup efforts after the Arno River flood in Florence. Inspired by these historical fragrances, he meticulously recreated them using only natural and original ingredients, becoming a skilled perfumer in the process. In 1970, the first I Profumi di Firenze store opened in Florence, showcasing a range of exquisite perfumes crafted with care and expertise. Over time, the brand has become part of Cosmesi Italia, a company owned by the DiMassimo family, known for producing high-quality skincare cosmetics alongside their renowned perfumes. While Florence is already known for its artistic treasures, the charming old store of I Profumi di Firenze on Via Vacchereccia offers a unique experience for visitors. Stepping inside, you'll discover a world of luxurious scents that pay homage to the rich history and culture of this iconic Italian city.