In the ever-evolving world of retail, one Milanese brand has risen to prominence by fusing creativity and strategy in a way that sets it apart from the competition. 50 ml, the brainchild of brothers Fabio and Matteo, has become a beacon of innovation in the niche perfumery and cosmetics industry, redefining the shopping experience both online and in-store.
The Vision Behind 50 ml
Launched in 2013, 50 ml was born from Fabio’s strategic foresight and Matteo’s creative spirit. Fabio, with his keen understanding of digital platforms, set out to create an e-commerce space that wasn’t just functional but felt personal and trustworthy—an online haven where luxury could thrive. At a time when online shopping lacked the warmth of traditional retail, this vision was groundbreaking. Matteo, with his passion for art and craftsmanship, added another layer to the brand’s identity. His interest in artistic perfumery brought niche fragrances into the spotlight, elevating 50 ml from a simple retail platform to a curated experience celebrating creativity and excellence. Together, the brothers created a brand that blends the best of two worlds: the precision of strategy and the richness of artistry.
Redefining Online Shopping
From its inception, 50 ml aimed to do more than just sell products—it sought to transform online shopping into a human-centered experience. The brothers understood that customers crave connection and trust, even in the digital realm. By focusing on exceptional customer service, they bridged the gap between the tactile charm of boutique shopping and the convenience of e-commerce. Every detail, from product descriptions to packaging, is designed to evoke a sense of care and luxury. Fabio and Matteo’s hands-on approach ensures that customers feel valued, whether they’re browsing the website or unboxing their purchases at home. One of 50 ml’s standout features is its on-demand sampling service. Customers can request specific samples with their orders, giving them the confidence to explore new fragrances or test a product before committing. This thoughtful addition transforms online shopping into an interactive and personalized experience.
The Boutique Experience
While their online platform flourished, Fabio and Matteo saw an opportunity to deepen their connection with customers by opening a boutique in Viale Monte Nero 16, Milan. This physical space became a natural extension of their brand—a place where customers could immerse themselves in the sensory world of niche perfumery and cosmetics. The boutique serves as a creative lab, allowing the brothers to understand their customers’ needs on a deeper level. By observing how people interact with products in person, they’ve been able to refine their e-commerce experience, seamlessly blending the best elements of both shopping worlds.
Curating Excellence
At the heart of 50 ml’s success is its meticulous curation of brands. Fabio and Matteo personally select every product, ensuring that it meets their high standards of quality and artistry. The result is a collection that includes renowned names like Penhaligon’s, Diptyque, and Fragonard, alongside innovative newcomers such as D.S. & Durga and Hermetica. In the realm of cosmetics, 50 ml features cutting-edge brands like Augustinus Bader and Tata Harper, offering customers the very best in skincare and beauty. This careful selection process reflects the brothers’ dedication to bringing only the finest products to their customers.
Packaging as an Art Form
One of the ways 50 ml sets itself apart is through its approach to packaging. Every order is treated as a work of art, arriving beautifully wrapped and accompanied by free samples. Matteo often refers to their packaging style as “gift packs with bubble wrap,” highlighting the balance between elegance and practicality. This attention to detail not only enhances the customer experience but also reinforces 50 ml’s reputation for excellence. It’s these small but significant touches that have earned the brand a loyal following worldwide.
A Dynamic Team
As 50 ml has grown, so too has its team. Fabio and Matteo have built a diverse group of young professionals, bringing fresh perspectives and ideas to the brand. This dynamic approach ensures that 50 ml remains at the forefront of innovation while staying true to its core values of quality and customer focus.
Why 50 ml Matters
For UK shoppers, 50 ml offers more than just a retail experience—it provides an invitation to explore the art of niche perfumery and cosmetics. Whether shopping online or visiting the Milan boutique, customers can expect a seamless blend of creativity and strategy, where every detail has been carefully considered to enhance their journey. In a world where retail often feels impersonal, 50 ml stands out as a brand that values connection, craftsmanship, and innovation. Fabio and Matteo have redefined what it means to shop for luxury, creating a space where art and strategy come together to delight and inspire. Step into the world of 50 ml, and discover how this Milanese brand is reshaping the future of retail—one carefully curated product at a time.