Simone Andreoli: 'My fragrances direct, intense and memorable'

"I travel continuously with the nomadic spirit of adventure and discovery, I surrender myself to experiences that I live with intensity and that inspire me and leave a mark on me," Andreoli continues. "Inspiration is everywhere and when it triggers an emotion it becomes a story to be portrayed through olfaction. Perfume is a journey and my essences have the power to transport you beyond space and time. I was born in 1990 and lived immersed in the pop culture of the 1990s and early 2000s, an era that profoundly marked my imagination, influenced by the American lifestyle and its vibrant, bold aesthetic. California is the place that perhaps determined my approach to aesthetics the most and that made me dream the most".

In 2018, two of the brand's iconic fragrances were launched that recall those very atmospheres: Malibu - Party in the Bay and Pacific Park. The former captures the essence of a summer cocktail on the beach in Malibu, while Pacific Park is inspired by the iconic amusement park on the Santa Monica Pier. The previous year he presented Don't Ask Me Permission, an impudent and libertine fragrance that captures the essence of the wild nights of Rio de Janeiro. A daring launch that not only broke conventions, but also marked his breakthrough in the market, giving his career a decisive boost.

Competition in the world of perfumery

In the perfumery scene, olfactory excellence is no longer enough. The sector has become increasingly competitive, with historic brands and new independent companies vying for the attention of a demanding public. Innovation, quality and storytelling are now essential elements to emerge in a market dominated by large groups and rapidly changing dynamics.

"The market has always been competitive, when I started, at 24, most people were still undecided about their professional future. I, on the other hand, wanted to make my way in an industry dominated by big players, mainly French, with much more developed muscles than a new brand. Building a name from scratch, within an industry so conservative and reserved for the few, was a titanic challenge, but one that I managed to overcome. The secret? Uncompromising quality has always been the main driver behind my all-round product: raw materials, design, inspirational content, communication and manufacturing. And now? Remaining consistent and true to oneself, finding the key to always being current'.

Today, the brand is a fast-growing Italian reference in the industry with a presence in more than 40 countries worldwide, including the United States and the Middle East. A success built with tenacity and perseverance, proving that, with vision and dedication, nothing is impossible.