The brand was begun in 1955 by Luciano Benetton, who was the oldest of four children.

At the age of 20, Luciano was beginning to see that people craved colours in their everyday lives and even more so in their clothes. Raising the money by selling his brother’s bicycle, he bought his first (although second hand) knitting machine and was inspired to start producing a range of coloured knitwear which he started to supply to local stores. The reaction he got was incredible and soon his sister and two of his brothers joined him in his bid to bring colour to the world of fashion.

Whilst the brand’s core business remained as clothing - with the commonly used line that is now part of their ethos “United Colors of Benetton” - it was not long before they expanded to encompass a range of toiletries, watches, baby products as well as perfumes and aftershaves.

Known for their aggressive marketing style and advertisements, some of their more notable fragrances include: Paradiso Inferno Pink Eau de Toilette Spray, Tribu Eau de Toilette Spray, Paradiso Inferno Blue Eau de Toilette Spray, Paradiso Inferno Blue Eau de Toilette, Colours Woman Eau de Toilette Spray and Cold Eau de Toilette Spray.