Giardini di Toscana

Giardini di Toscana is an Italian niche perfume house based in Bibbiena, a medieval village in the Casentino valley of Tuscany. The company traces its roots to a family perfumery tradition that began in 1942, when, according to the brand, Silvia Martinelli's grandparents opened "a small shop of fragrances and ointments" in the town [1]. Today the business presents itself as an artistic-perfumery brand led by Martinelli, who composes its scents in the family workshop.

The house describes its work as transforming "emotions, memories and intuitions" into long-lasting fragrances. It remains active: it launched three new perfumes in 2026 and continues to publish editorial content, and it reports a presence in more than 80 countries and over 690 retail locations [2].

The family's perfumery tradition dates to 1942 in Bibbiena, where, in the company's telling, Martinelli's grandparents began selling fragrances and ointments. Editorial coverage adds that the venture started as a pharmacy. The brand frames Bibbiena, described as a meeting point "between architecture and nature," as central to its identity, and emphasises that research, development and production remain entirely Italian.

Sources differ on how many generations separate the 1942 founders from the present. The company's own company-profile page describes a transformation "from a local workshop into an international niche fragrance brand" across four generations and presents Martinelli as the fourth generation, a "daughter of the art" [1]. The editorial outlet Scento instead calls her the founders' granddaughter, which would place her in the third generation [3]. The brand site is the basis for the four-generation account; the discrepancy is noted here rather than resolved.

Giardini di Toscana positions itself as an artistic perfumery house rather than a maker of conventional scents. According to the company, "perfume is a gesture of freedom," and its stated purpose is to "give voice to emotions through smell" and to form "invisible bonds between people, emotions, stories and places." The brand says each fragrance is meant to carry its own identity while sharing a single idea: not to impose itself, but to become part of the wearer's personality and story.

Martinelli is presented as the creative force behind every fragrance, drawing on what the company describes as more than five decades of training at perfumery schools in Italy and France. A journalist quoted in Scento's survey of European artisan houses, Gabrielle Bekhuis of The Italy Edit, characterised the brand as "renowned for crafting fragrances driven by personal memory rather than market trends" [3].

The house works primarily in eau de parfum, alongside discovery kits, body creams and accessories. Its best-known fragrance is Bianco Latte, launched in 2019, an oriental vanilla scent built on caramel, coumarin, honey, vanilla and white musk. Fragrantica describes it as the brand's best seller and "a real cult phenomenon," while also noting that user reviews are mixed, with some finding it close to other caramel-vanilla scents [4].

A 2026 trilogy — Oro e Miele, Verde Respiro and Ricordami — extends the range, each fragrance tied to a theme of memory, nature or beauty under the line "Three fragrances. Three human dimensions." Fragrantica's coverage frames the trilogy as following the international success of earlier scents including Bianco Latte, Celeste and BoraBora [5].

There is some disagreement in third-party sources over which fragrance is the house's signature. Scento names a scent it calls Verde Fiorito, "a floral-green masterpiece" built on jasmine and vetiver [3]; this name does not appear in the brand's current collections, and Bianco Latte is the more widely corroborated best seller across Fragrantica and retailers [4].

The company states that its research, development and production are "100% Made in Italy" and emphasises carefully selected raw materials and "essential packaging." Editorial coverage reports that the brand uses about 70 percent recycled materials in its packaging and 50 percent recycled glass in its bottles, and that it sources raw materials from local Tuscan producers [3]. The brand also lists ISO 9001 quality certification.

In 2025 Scento placed Giardini di Toscana third in a list of the top five artisan perfume brands in Europe [3]. In 2026 Fragrantica featured the launch of its Oro e Miele, Ricordami and Verde Respiro fragrances [5].

Giardini di Toscana is active. The company operates as Giardini di Toscana Srl from its headquarters and boutique in Bibbiena, continues to publish editorial pieces through its "Olfactory Atlas" journal — most recently in April 2026 — and released three new fragrances the same year. It reports global distribution spanning more than 80 countries.