Massimiliano Torti brings personalised perfumery to London with first UK store

Massimiliano Torti, the Italian perfumer who pioneered personalising signature scents by layering fragrances, is coming to London for the first time in 30 years with a new perfumery in Soho.

The brand, which is offline-only, is coming to Soho at 57 Brewer Street on 16 December. Here shoppers can create personalised scents designed to be layered, choosing from 300 fragrances and 200 body care treasures.

For over 30 years, Torti has crafted an exceptional collection of ‘personalised’ perfumes, oils, and body care products. He introduced the concept of 'olfactory stratification' - a technique that encourages the layering of different scents across various parts of the body.

This method allows wearers to build their very own signature scent. Each fragrance has always been and continues to be hand-crafted at the company’s workshop in the heart of Umbria.

"At Massimiliano Torti, we believe that true luxury lies in exclusivity and individuality," said Torti.

"By remaining offline and avoiding mainstream marketing, we ensure that our fragrances are for those who truly appreciate the art of perfumery. Our goal is to teach individuals how to perfume themselves, to create their own rituals, and to discover scents that align with their essence."

What makes the Massimiliano Torti unique is its high concentrations of essential oils (30-40%) in every creation, plus each ingredient is selected from global harvests to ensure the freshest and most vibrant scents.

Torti's protégé Nina Simona Briazu will offer personalised fragrance experiences at the Soho store. She said: "I want to create 'perfume awareness'—teaching people to own their scent identities... Fragrance is an intimate experience that deserves to be understood and appreciated."