On July 16, Officina Profumo-Farmaceutica di Santa Maria Novella, the Florence-based heritage fragrance brand, announced that Ludivine Pont will assume the role of Chief Executive Officer effective September 1, 2025.
Founded in 1221 and widely regarded as the oldest pharmacy in the world, the brand has accelerated its global expansion in recent years under the strategic support of Italmobiliare. Pont’s appointment marks a pivotal moment in further elevating the brand’s international presence.
Since 2021, Pont has served as Chief Marketing Officer at Balenciaga, where she collaborated closely with artistic director Demna to implement a culture-driven, creativity-led global strategy. Through digital innovation and visionary communications, she expanded the brand’s global resonance. In 2022, she was recognized as one of Forbes’ “Most Entrepreneurial CMOs.”
Prior to Balenciaga, Pont played a key role in the international expansion of Philipp Plein, and joined Moncler in 2016. Under CEO Remo Ruffini, she contributed to reshaping the brand through the development of new brand platforms and innovative communication models.
Regarding her new role, Pont stated: “It is a great honor and a profound responsibility to take on the leadership of Officina Profumo-Farmaceutica di Santa Maria Novella. This is a house with an extraordinary legacy, over eight centuries of botanical and pharmaceutical excellence. My goal is to carry this heritage forward and create an experience of timeless care that speaks to the senses, to beauty, and to time.”
Carlo Pesenti, CEO of Italmobiliare and Chairman of Officina Profumo-Farmaceutica di Santa Maria Novella, commented: “We are delighted to welcome Ludivine Pont to the Italmobiliare Group: thanks to her profound skills, international experience and strategic vision, we are certain she is the right person to contribute to the growth of the Group, giving further impetus to the global development of Officina Profumo-Farmaceutica di Santa Maria Novella, always respecting the values and peculiarities that make the company a brand without equal in the world.”
Italmobiliare began investing in Santa Maria Novella in 2020 and acquired full ownership in 2021. Today, the brand operates more than 400 points of sale across 30 countries. Its product lineup includes over 600 items—ranging from fragrances and skincare to soaps, pomades, and candles—rooted in centuries-old knowledge of botany and pharmacy.
Until Pont officially takes the helm, General Manager Giampiero Pesenti and the current executive team will continue to lead the company. After September, Pesenti will remain in a key operational role to support the next phase of strategic growth under Pont’s leadership.
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