The Italian perfume brand, Massimiliano Torti, most known for layering in the industry, has this week launched a new store in Soho, London. The store is located at 57 Brewer Street, and customers will have the opportunity to browse and purchase a selection of 300 handcrafted perfumes alongside 200 body care complementary products. The products were designed to create a distinctive scent identity for the brand to create a uniqueness to the smell of their fragrances. Every product within the shop was handcrafted within the Torti workshop in the region of Umbria in Italy. Massimiliano Torti has stated to Cosmeticbusiness, “Our goal is to teach individuals how to perfume themselves, to create their own rituals, and to discover scents that align with their essence.” The new store in Soho will also introduce the brand’s head of personalised fragrance consultations, Nina Simona Briazu. Briazu stated to Cosmeticbusiness about her position, “I want to create perfume awareness, teaching people to own their scent identities.” Let’s see what the new store in Soho will contribute to the brand, and we wish them success with their new store in our city.
