Founded in 1221, Santa Maria Novella is the world's oldest beauty brand, being ushered into the modern era by a new CEO
Officina Profumo-Farmaceutica di Santa Maria Novella has endured the rise and fall of various kingdoms, two World Wars, every pandemic from the Black Death to Covid, and countless other historical catastrophes and changes.
By the 15th century, the popularity of Santa Maria Novella began to extend beyond Florence, thanks to Catherine de’ Medici, who chose Renato Bianco, raised by Santa Maria Novella’s Dominican friars, to accompany her as personal perfumer when she married Henry II of France . ‘It is important to create innovations, while still keeping in mind the roots that allowed this company to last until now,’ Perris tells me as we sit together inside the historic Florentine store. ‘The monks were great innovators – they were researching new ingredients, making new formulas, working with the Medici family to invest in chemistry and in pharmaceuticals; so we need to keep that in mind, but we also need to go back from time to time and reboot things from the archive.
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