Since his first voyage to the Middle East in 1981, Lorenzo Villoresi develops a passion for spices and essences that he uses, back Italy, to compose original pot-pourris and personalized fragrances. The proper business activity starts in 1990 when the newly born "Lorenzo Villoresi" firm receives an important order of pot-pourrit, scented candles and room fragrances from the Fendi house of fashion. After several important projects with famous names of the fashion business, in 1993 the first collection of Perfumes and Eau de Toilettes carrying the Lorenzo Villoresi brand sees the light.

In 2006 Lorenzo Villoresi wins the international perfumery award "Prix Coty" in Paris, the most important recognition of the artistic career of a perfumer.

In 2013, Lorenzo Villoresi in collaboration with Frida Giannini, Creative Director of Gucci, has created the exclusive fragrance Forever Now by Gucci, for the Gucci Museum in Florence.

Between 2005 and 2006 he started renovating the old family palace in via de' Bardi. The palace will host an Academy/Museum of Pefumery, with courses, lectures, workshop etc. about the world of fragrances. There will also be an aromatic garden, a cafeteria, a shop and a collection of rare and unusual essences.