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COMPANY

Fifteen Years of Cultural Transformation

In recent years, major beauty players have
recognized the potential of niche perfumery,
responding by acquiring brands with authentic, AFM’s fifteen-year milestone is
distinctive narratives. In this scenario, AFM’s both a corporate achievement
independent nature positions it as a valuable and a compelling lens through
partner for brands built on genuine, compelling which to view the transformation
storytelling: artisanal creativity remains its core of an entire industry that has
competitive edge and the common thread running evolved from consumers buying
through all the company’s endeavors. a label to audiences seeking a
narrative. As this shift unfolds,
Atelier Fragranze Milano finds
itself on the front lines of one of
the most dynamic eras in modern
perfumery history, where its Italian
identity and artisanal approach
remain its primary catalysts for
the future growth.

LUCA MAFFEI,
CEO AND PERFUMER

“The most profound shift in the sector over these
fifteen years has been both economic and cultural. If
in 2011 a perfume was chosen mainly based on brand
prestige, today’s consumer seeks traceable ingredients,
transparent supply chains, and an authentic story
behind the products.” states Luca Maffei. “Fifteen
years ago, discovering a fragrance happened almost
exclusively in physical stores. Today, that journey is
hybrid, global, and increasingly international, driven
in part by social media’s role.” It is within this dynamic
ecosystem that AFM is rolling out its expansion
plan, which will see the company move next year
to larger headquarters, significantly boosting its
production capacity.

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