Longevity at this scale usually comes down to a genuine, well-documented heritage story, careful evolution from an original apothecary or religious tradition into a modern luxury retail brand, and consistent reinvestment in the sense of history and craftsmanship that makes the brand distinctive in the first place.

What tends to explain this kind of survival

Houses like Santa Maria Novella have generally managed continuity by leaning into their genuine historical identity rather than trying to compete purely on being the newest or trendiest option, appealing to customers specifically interested in heritage and tradition. Diversifying beyond a single product category — into skincare, home fragrance, or tourism-driven retail experiences around the original historic premises — has also helped some of these houses generate income streams beyond perfume sales alone, supporting their survival through changing fashions over centuries.

  • Leaning into genuine, well-documented heritage rather than chasing every trend
  • Diversifying into related categories like skincare or home fragrance
  • Maintaining historic premises or rituals that become part of the brand’s appeal

It’s also worth noting that not every centuries-old brand survives with its original ownership or family intact — some have been acquired by larger luxury groups along the way while still trading under their historic name.

Our guide to the history of perfume and our complete guide to perfume look at how fragrance houses endure across generations.