Slide 2
Slide 3
Slide 4

Wally 1925:
The Art of Florentine Perfume since 1925

In 1925, in the heart of Florence, Wally Cosmetici was born with a simple but precious mission:
to create fragrances that tell the soul of Tuscany.

Our Story

Wally 1925 100th Anniversary

The exclusive fragrance created to celebrate our 100th anniversary

Natural Line

Selected ingredients for authentic and sustainable beauty

Precious Fragrances

Let yourself be enveloped in our most iconic essences

Energizing Pepper Line

A daily routine full of character and vitality

Find your store

Discover Wally stores in Italy and around the world. Find the boutique nearest you and be enveloped by our fragrances in the best selected perfumeries.

View all stores

Wally 1925

The Wally brand was born in 1925 under the sign of the swallow. In the center of Prato, at the behest of Niccola Niccolai, the Industria Chimica Pratese Colori e Affini (now L.C.P.L.A. srl) was founded.

"Swallow" was the name of the company's most successful product, a dye that received top honors at major exhibitions and brought it to the attention of the market.

In the same year 1925, the company took over the "Wally" brand name from Ms. Pia Storti, owner of a prestigious perfumery-workshop on Viale Volta in Florence, for 25,800 liras.

DISCOVER MORE

Tradition and Quality

Craftsmanship

Each product is created in our Florentine workshop, where expert hands follow recipes handed down from generation to generation, enriched by continuous research and innovation.

Selected Raw Materials

We use only high quality essences, many of which come from the Tuscan territory. Our soaps are SLS-free, formulated with pure olive oil to respect your skin.

Environment Friendly

Our production follows principles of environmental sustainability, using eco-friendly packaging and processes that respect the Tuscan ecosystem.

Follow us on Social

Stay up to date with our news,
discover trivia from the workshop and be inspired by stories from the Wally community.

FOLLOW US ON INSTAGRAM