About
Built by someone who knows what's in the bottle.
Simi is the product of deep industry expertise.
Former BCG consultant and INSEAD MBA. Trained as a perfumer at Firmenich under Olivier Cresp, one of the most celebrated noses in the industry. Works with heritage houses including Fornasetti Profumi, Cire Trudon — the world's oldest candlemaker — and Satinine on product development and strategy. Building Simi to bring the same depth of product knowledge that exists inside the industry to every shopper.
Ridgely Cinquegrana
Advisory Chairman
Former CEO of Loewe (LVMH) and Managing Director of L'Oréal Spain. Led the launch of Acqua di Gio and Gioia by Armani — two of the most successful fragrances in history. Three decades building and leading some of the world's most recognized fragrance and beauty houses.
Our mission
See me.
Shopping for beauty shouldn't feel like guesswork. Simi shows you what's in the product, what retailers show on shopping pages, and whether there's something better for you. The more you use it, the more it understands what you love — so every recommendation feels less like a search and more like a shortcut.
Investors and partners