Devertere

Devertere is an Italian niche perfume house based in Ciriè, near Turin. It was founded by Lorenzo Cavoretto and his son Federico Cavoretto, who built the brand around the idea of fragrance as a provocative, poetic language rather than a conventional product line. The house works exclusively in extrait de parfum, the most concentrated form of perfume, and presents its scents as unconventional, deliberately unsettling compositions [5][7].

The brand is recent. Devertere's own site gives no explicit founding year, but Fragrantica records its debut collection of six fragrances as launched in 2025, placing the house's establishment in that year [6][1]. A further scent, Just for One Day, is listed with a 2026 launch date, indicating continued activity [8]. The brand remains active, selling directly through its own online storefront and through a small number of niche retailers.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

According to the company, Devertere grew out of the meeting of two generations: Lorenzo Cavoretto brought experience from the fragrance industry, while Federico contributed a contemporary aesthetic and a marketing background. The name itself comes from Federico, who has the word tattooed on his arm; the brand says it "expresses an approach to the world that precedes any trademark." Federico, a climber, describes translating that discipline — meticulous attention to detail combined with a wider view — into how the company is run.

The word devertere derives from the Latin divertěre, "to turn elsewhere." Devertere reads it as the act of changing course, abandoning the established path to explore new directions, while also carrying the older sense of "to entertain" [5].

Devertere launched with six extrait de parfum fragrances, all created in collaboration with the perfumers Sofia Bardelli and Vincent Ricord [6]. Bardelli studied pharmacy at the University of Pavia before training at the Grasse Institute of Perfumery in France; Ricord comes from a multigenerational Grasse perfumery family and has worked as a senior perfumer for French fragrance houses. Named scents include OUDONISM, Promise Her the Moon, Suedexcess, Chillin' (à la Tropézienne), Sunset Colada and The Way You Kiss Me, all composed as unisex extraits.

The compositions are built on deliberately bold contrasts. Promise Her the Moon, for example, pairs notes such as nail polish, plastic and rubber with ylang-ylang, jasmine sambac, fig milk and oud. The retailer ParfuMaria characterises the house as making "textured amber woody gourmands" and describes its perfumes as "contemporary artistic perfumes blending mystery, boldness and modern elegance" [7].

Devertere positions itself, in its own words, as "first and foremost an attitude, a way of living" rather than only a fragrance brand. It describes its aim as creating "an unprecedented olfactory language" that is free, provocative and poetic, drawing on Dadaism and Surrealism and pairing materials such as flowers with plastics and skin with synthetic resin [3]. The company frames its mission as deviating from convention and "radically subverting paradigms," and states that it seeks not followers but "accomplices," addressing rebellious millennial and Gen Z audiences and unconventional adults who reject mass-market logic [3].

Devertere is active. Its debut collection appeared in 2025, with at least one further fragrance dated 2026, and it operates a direct-to-consumer storefront alongside listings at niche fragrance retailers. Its reach appears centred on Italy and the wider EU.