After the Second World War, Celestino and Luisa Durante, along with other young people, left the small town of Sant'Elena Sannita, which has a long tradition of knife sharpening, but at that time offered no future for young people, either in the sharpening trade or in agriculture. They went to Rome.
There the couple found a new vocation in the production of soaps, cosmetics and perfumes, and a lot to do, also for the other young emigrants from Sant'Elena Sannita. With diligence and perseverance, they worked their way up from an unfortunate position and became the most important perfumers in Rome.
A young family tradition was born when their 4 children followed in the footsteps of their parents. However, in the early 1990s, the 4 brothers were no longer happy in their profession: they found the specifications of their customers and the companies that dominated the market too restrictive, and they were frustrated by the loss of quality and the increasing soullessness of increasingly synthetic products.
This crisis and rebellion led them to found in 1996 the completely autonomous brand Profumum Roma (spelled "Profum Roma" in memory of Roman antiquity). Since then, the four have specialized in high-quality perfumes with selected ingredients. Away from the mainstream and big trends, they created distinctive, characterful fragrances for a small, quality-conscious audience. Success proved the brothers right: Profumum Roma is now a renowned luxury perfume brand with many branches throughout Europe.