One of Those started in Parma (Italy) in 2011 thanks to Fluid Ounce, a new perfume company. Alberto Borri, Serena Ghidini and Andrea Giammetti seek scents that “make people think” and connect different creative voices. They want perfumes to be “a mindful means to activate memories and relationships”, which “provoke action” faithful to “intrepid lines of personal expression”.

Alberto Borri is a founder of Fluid Ounce. He cultivates a deep olfactive culture and an intimate love for scents, thanks to a strong family tradition. His grandfather was the creator of Morris Profumi. To shape nu_be, he collaborated with the perfumers Françoise Caron, Antoine Lie, Sylvie Fischer and Nicolas Bonneville, to interpret the elements of an “olfactory periodic table” in the making.

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