Alps

Alps is an Italian fragrance and body-care brand launched in May 2024 by Mavive S.p.A., a family-owned fragrance house based in Dese, on the mainland of Venice [13][14]. Styled by the company as ALPS Lifestyle, it is built around Alpine nature and what it calls neuroscience-based wellbeing, with scents developed in partnership with the fragrance house Givaudan. The range covers eau de parfum alongside body wash, body lotion and gift boxes, all manufactured in Italy.

Alps is the newest brand of Mavive, whose roots the company traces to a perfume workshop opened in Venice in 1900 by Angelo Vidal [3]. Mavive S.p.A. itself was established in 1986 by Massimo Vidal, and the firm describes its story as continuing through the third and fourth generations of the family [3]. At the time of the brand's launch, Marco Vidal was Mavive's chief executive and Marcello Mengarelli its general manager [13].

The brand was first presented publicly in 2024 under the fuller name ALPS Life Pure Sensations, described by Italian trade coverage as "the new lifestyle brand of the Mavive group that combines sustainability, olfactory innovation and a deep connection with nature" [14].

Alps is owned by Mavive S.p.A., a Venice-based fragrance company. Industry coverage in 2023 reported Mavive turnover of €37 million for 2022, with exports accounting for roughly 63% of sales across Europe, Asia, the Middle East, Oceania and the Americas [15]. Within the group, Alps sits alongside other Mavive fragrance brands including Pino Silvestre, Monotheme, The Merchant of Venice and Spezieria di San Marco.

Alps positions itself as a nature-inspired lifestyle brand drawing on the imagery of Alpine forests and mountain air, under the tagline "Nature-inspired and naturally made for you." Its manifesto describes Alps as "an innovative brand which translates a new awareness," inspired by holistic wellbeing and sustainability. According to the company, every product is "crafted to evoke positive sensations, deliver emotional experiences and elevate your sense of well-being," and its fragrances are organised into mood-led families named Wellbeing, Calm, Joy and Activate.

The brand's debut release was the ALPS Eau de Parfum, which it presents as a scent that "takes us directly to the mountains," opening on icy notes before settling into woods and musk. Its disclosed composition draws on materials such as Italian bergamot, juniper berries, Spanish lavandin, Canadian spruce balm, fir balsam, oak moss and vetiver. The eau de parfum line has since grown to include Wild Horse and, in 2025, Cortina.

Central to the brand's pitch is its work with Givaudan, which Alps says has "dedicated over thirty years to Neuroscience" [14]. The collaboration draws on Givaudan's VivaScentz and MoodScentz technologies, which the company links to measurable effects on wellbeing; MoodScentz is described as an optical, non-invasive method for measuring changes in brain-tissue blood oxygenation following scent exposure. Mavive has stated that testing on more than 2,000 consumers showed positive effects on overall wellness [13].

On sustainability, Alps describes itself as a vegan brand and states that "every ingredient is natural, sustainable and ethical" [5]. The company says raw materials are sourced through Givaudan's Sourcing4Good programme, with packaging that uses recycled glass and FSC-certified, birch-derived paper.

In its launch year the brand drew coverage in the Italian editions of titles including Vanity Fair, Elle, Esquire and AD, much of it tied to an immersive exhibition. The ALPS Immersive Experience opened at the Museum of Textile, Costume and Perfume History at Palazzo Mocenigo in Venice, running until the end of December 2024 [9].

Alps is active. As a 2024 launch from an established Venetian fragrance house, it continued to expand its catalogue into 2025 with the Cortina edition, and is sold through the brand's own online shop and selected e-commerce partners.