# La Serra ## Facts | | | |---|---| | Origin | Italy | | Headquarters | Milan | | Owner | Ameni s.r.l. | | Status | Active | | Distribution | Multi-channel | | Website | https://laserraprofumi.com/ | La Serra, also styled LASERRA or La Serra Profumi, is an Italian perfume house based in Milan. Each of its fragrances is built around one aspect of a psychological condition, from obsessive-compulsive disorder to narcissistic personality disorder. The name is Italian for "the greenhouse", an image the company uses for the sheltering effect it believes the right perfume can have on the person wearing it. Online sales are handled by the Milan company Ameni s.r.l. [6] The first perfumes went on sale in 2023, and the range had grown to five scents by September 2026. Outside writing about the brand is limited but includes a review on Luca Turin's newsletter and an article in the student magazine of Istituto Marangoni Firenze, both published in spring 2025. Most of that coverage has focused on the pairing of psychology and perfumery, which the brand presents as a way of raising awareness of mental health. ## Origin & founders La Serra has not published a founding date, and its own website names no founder and carries no history page. Outside accounts of how the house began are brief, and they do not fully agree. I'M Firenze Digest, the magazine of Istituto Marangoni's Florence school, describes the brand as "founded by psychologist Alberto Anselmi" [8]. Luca Turin, writing on 2 April 2025, gives a slightly different picture. He wrote that he had never heard of La Serra until Bloom Perfumery in London gave him samples, and that the company "appears to be a team effort" between clinical psychologist Alberto Anselmi and perfumer Fabrice Pellegrin, who explain the idea together in a video [7]. Both accounts put Anselmi, a psychologist, at the centre of the project. They differ on whether Pellegrin is a co-founder or a collaborator on the perfumes. The earliest documented sales date from autumn 2023. Compulsive Musk and Obsessive Leather were put on sale through the brand's online store on 10 October 2023, and Binge Eating Vanilla followed on 21 November 2023 [5]. Those dates mark the first public sales, not necessarily the start of the company. ## History & milestones The first four perfumes, Compulsive Musk, Obsessive Leather, Binge Eating Vanilla and Borderline Neroli, form what the London retailer Bloom Perfumery presents as the brand's debut "Mental Health" line [9]. Borderline Neroli was the last of the four to reach the brand's own store, in March 2024. La Serra later showed its perfumes at Pitti Fragranze, the fragrance event held in Florence. I'M Firenze Digest reported on that appearance in an article dated 11 April 2025, naming La Serra among the brands that stood out at the event; the article does not say which year's edition it describes. Turin's review appeared the same month. After a gap of more than two years without a new scent, the house added a fifth perfume, Narcissistic Iris. It was put on sale on the brand's store on 11 September 2026, and the fragrance database Parfumo lists it as a 2026 release [10]. ## Ownership According to the brand's terms of sale, the perfumes sold through its website are "Ameni s.r.l. items", and the site is managed by Ameni s.r.l., a company registered at Via Uberto Visconti di Modrone 11 in Milan [6]. The same address is used for customer returns, under the La Serra Profumi name. No investors, acquisitions or sister brands have been reported. ## Philosophy & positioning The brand sets out its thinking in a short manifesto. It describes the greenhouse as "a good environment for a plant to live", whatever the conditions outside. In the same way, it argues, the right perfume can work as a greenhouse for its wearer: with it on, "we can feel ourselves, really ourselves, and sometimes even more" [2]. The manifesto goes on to say that people wearing the right scent are more willing to talk, to be around others and to form relationships. La Serra says it created its perfumes to help each wearer in that search for an ideal environment. The second strand of the concept is psychological. Every product description names a condition and the specific aspect of it that inspired the scent. Compulsive Musk is linked to the repeated behaviour of compulsions in obsessive-compulsive disorder, and Obsessive Leather to the unwanted, persistent thoughts of the same condition. Binge Eating Vanilla draws on the sense of lost control during an episode of binge eating disorder. Borderline Neroli takes the struggle to keep a stable self-image in borderline personality disorder. Narcissistic Iris is described as "meant to spread awareness" of narcissistic personality disorder. The descriptions frame the perfumes as inspired by these conditions or as raising awareness of them, and do not present them as treatments. I'M Firenze Digest set La Serra beside another house, Akro, that it saw at the same event. In that writer's reading, Akro romanticises indulgence, while La Serra "uses scent to promote mental health awareness" and encourages wearers to confront mental health issues through fragrance [8]. ## Products & innovation La Serra makes only perfume. Its range consists of five scents, each named after a condition and a key material. The product descriptions are written as short scenes rather than lists of notes, and they name several natural raw materials and their origins. **Compulsive Musk** is built on what the company calls a "crystal clear" musk. La Serra says this material comes from Firmenich, which it calls the "House of Musk", and that the musk itself is cruelty-free. It is set against warm guaiacwood oil and the fresher woody note of Indonesian patchouli oil. The scent is meant to evoke "the reassuring sensation given by repeating an action". **Obsessive Leather** pairs a soft leather note with olibanum resin oil that has been treated by heating. The brand credits this material to Firmenich's Vulcain range. Musk is used to fix the leather "like a tattoo", an image for a thought that will not go away. **Binge Eating Vanilla** combines Madagascar vanilla with a hazelnut note the company calls "smell-the-taste". La Serra places it in the ambery-oriental family, with gourmand and green facets, and lists bergamot, lemon, benzoin, tonka bean, Virginia cedarwood and Indonesian patchouli among its other materials. The stated aim is to capture "an impossible satisfaction" over a food-like smell. **Borderline Neroli** is described as a fight between two opposing white flowers: the "clean kindness" of neroli against the force of tuberose. Calabrian bergamot oil supports the neroli, and a green, fruity fig note sharpens the tuberose. I'M Firenze Digest credits the perfume to Olivier Cresp, whom it describes as the perfumer behind Mugler's Angel [8]. **Narcissistic Iris**, the 2026 addition, centres on Italian iris and a green, animalic French narcissus. Four resins, styrax, olibanum, elemi and labdanum, are meant to suggest a ritual of self-worship. Cardamom and eucalyptus add spice and freshness, over a woody base of oud, cypriol and cedarwood. The company says the scent is built from natural main notes of certified origin and made "with a deep commitment to sustainability". It has published no sustainability goals for the brand as a whole, and no third-party certifications are documented. The product descriptions do not name the perfumers. Parfumo's brand page lists DSM-Firmenich, Fabrice Pellegrin, Frank Voelkl and Olivier Cresp under "Perfumers & Creative Guidance" [10]. ## Recognition No awards have been reported. Press coverage has come mainly from two pieces published in spring 2025. Luca Turin's post, titled "La Serra Profumi", is openly sceptical of the concept. Turin wrote that his belief in the relevance of psychology to perfume had always been close to zero, so he would not repeat their explanation. His verdict on the scents was kinder: "The fragrances are far better than the concept." [7] His reviews of the four original perfumes are reserved for paying subscribers. The I'M Firenze Digest article, "The Scent of Awareness: Perfume, Indulgence & Mental Health" by Beatriz Boch Vezneyan, uses La Serra and Akro to ask whether perfume can become a tool for education and empathy. It describes the Borderline Neroli composition as bright neroli over darker undertones, meant to reflect emotional instability. Bloom Perfumery, which stocks the range, calls La Serra a "Milanese perfume house" whose scents offer the wearer "a protective bubble" against the world outside [9]. On Parfumo, users had given the five perfumes an average rating of 7.9 out of 10 across 69 ratings as of October 2026. Binge Eating Vanilla had drawn the most ratings, and Narcissistic Iris the highest average, though from only four votes. ## Current status La Serra is an active brand. Its most recent launch, Narcissistic Iris, went on sale on 11 September 2026 [5], and its online store offers all five perfumes. According to its terms of sale, the brand ships to 27 European countries, and its perfumes are also sold through Bloom Perfumery in London. The house remains a small operation. Its website has three main sections, home, catalogue and contact, plus the manifesto. Its news page has no posts, and it keeps a single social media account on Instagram. ## Timeline {#belagg-timeline} | Year | Event | Source | |---|---|---| | 2026 | Fifth perfume, Narcissistic Iris, released (listed as 2026 on Parfumo; published on the brand's store 11 September 2026) | https://www.parfumo.com/Perfumes/laserra | | — | Debut line titled 'Mental Health' (Compulsive Musk, Borderline Neroli, Obsessive Leather, Binge Eating Vanilla); launch year not stated in any fetched source | https://bloomperfume.com/collections/laserra | | — | Presented at Pitti Fragranze (Florence), reported by I'M Firenze Digest in an article published April 2025; edition year not stated in the article | https://imfirenzedigest.com/2025/04/11/perfume-mental-health/ | ## Signature products {#belagg-products} - **Borderline Neroli** — We have taken inspiration from an aspect of the Borderline Personality Disorder which is the struggle for balancing the self-image and sense of self. — https://laserraprofumi.com/products.json?limit=250 - **Obsessive Leather** — We have taken inspiration from the Obsessive Compulsive Disorder (OCD). OBSESSIONS are recurrent and persistent unwanted thoughts. — https://laserraprofumi.com/products.json?limit=250 - **Compulsive Musk** — We have taken inspiration from the Obsessive Compulsive Disorder (OCD). COMPULSIONS are repetitive behaviours that the individual feels driven to perform in response to an obsession in order to reduce its anxiety and distress. — https://laserraprofumi.com/products.json?limit=250 - **Binge Eating Vanilla** — The olfactory identity of BINGE EATING VANILLA is to represent the sensation of an impossible satisfaction over a FOOD-like stimulus. — https://laserraprofumi.com/products.json?limit=250 - **Narcissistic Iris** — The composition is meant to spread awareness of Narcissistic Personality Disorder. — https://laserraprofumi.com/products.json?limit=250 ## Key ingredients {#belagg-ingredients} Madagascar vanilla · Neroli · Tuberose · Calabrian bergamot oil · Indonesian patchouli oil · Guaiacwood oil · Italian iris · French narcissus Source: https://laserraprofumi.com/products.json?limit=250 ## Mentioned in {#belagg-press} - **Luca Turin (Substack)** (2025) — Review post 'La Serra Profumi' (2 April 2025); reviews of the four original fragrances are paywalled. Free excerpt is sceptical of the psychology concept but positive on the scents: 'The fragrances are far better than the concept.' — https://lucaturin.substack.com/p/la-serra-profumi - **I'M Firenze Digest (Istituto Marangoni Firenze)** (2025) — Article 'The Scent of Awareness: Perfume, Indulgence & Mental Health' by Beatriz Boch Vezneyan, comparing Akro and Laserra after Pitti Fragranze; describes Laserra as using scent to promote mental health awareness. — https://imfirenzedigest.com/2025/04/11/perfume-mental-health/ ## Sources 2. (T2) https://laserraprofumi.com/pages/brand-manifesto 5. (T2) https://laserraprofumi.com/products.json?limit=250 6. (T2) https://laserraprofumi.com/pages/general-sales-terms-and-conditions 7. (T3) https://lucaturin.substack.com/p/la-serra-profumi 8. (T4) https://imfirenzedigest.com/2025/04/11/perfume-mental-health/ 9. (T4) https://bloomperfume.com/collections/laserra 10. (T4) https://www.parfumo.com/Perfumes/laserra --- Glowpedia · · Published 2026-10-17 Please cite with a link to the article URL.