Spiritica: Reading Forbidden Stories Through the Sense of Smell

スピリティカの世界観と代表製品「ATMAYATRA」を表現したブランドイメージ

“SPIRITICA was born from a desire to explore the occult, esotericism and paranormal phenomena by connecting them with the least understood human sense: smell. You can look at a painting and photograph it, or listen to music and record it, but the impossibility of photographing or recording what lies behind a smell is a mystery with a profoundly intangible allure.”

— Daniele Muratori Caputo (NASODANI YouTube channel, 2023)

Essential Information

Founded: 2023–2024, Italy (Milan)
Note: A November 2023 YouTube video confirms the brand’s announcement. The official Japanese press release gives the year as 2024.

Founder: Daniele Muratori Caputo

Official website: https://www.spiritica.com

The Founder and the Origins of the Brand

A Man with Three Creative Identities

Daniele Muratori Caputo, the creator of Spiritica, is a versatile figure who cannot be described in a single phrase. While performing onstage as an operatic baritone, he has also worked as a product designer and ventured into the world of perfume criticism.

His work as a perfume critic and influencer formed the most direct foundation for Spiritica. His YouTube channel, NASODANI, is a pioneering source of Italian content specializing in niche fragrance. Through it, he built extensive knowledge and connections within the fragrance world.

“I created this brand out of love for perfume and for my own life experiences, so that everyone could enjoy it and take an inner journey, as I did.”

— Daniele Muratori Caputo (from the Illuminata Collection page on the official website)

Detailed public information about his early life, including his birthplace and the precise course of his music and design careers, remains limited. This account includes what could be confirmed.

From Nights of Séances to Perfume

The name Spiritica carries an Italian nuance associated with séances. This was a deliberate choice.

“Spiritica is like the séances once conducted by courageous young people, tearing through the veil of reality to reconnect with something greater. Spiritica is a way of exploring within ourselves through a journey beyond the world of death.”

— Daniele Muratori Caputo (NASODANI YouTube channel, 2023)

Daniele says that, at a particular place on Earth, he underwent a spiritual experience that was difficult to put into words. Wanting to record that moment in some way, he arrived at the sense of smell. The atmosphere, temperature and smell of that place, which neither photography nor music could capture: preserving these in perfume became the starting point for the brand’s first range, the Illuminata Collection.

A Determination to Go Beyond Beauty Alone

The Crime Collection, focusing on criminals and criminal cases, followed the Illuminata Collection. It was a conscious step into themes that many fragrance brands had deliberately avoided.

“This is a deliberate yet thoughtful artistic provocation. It is not intended to shock as entertainment, but to question what society does not want to see. We firmly reject any glorification of violence. Our aim is to provide a space for reflection and empathy through art.”

— Daniele Muratori Caputo (NOSE SHOP press release, December 2025)

Just as art, film and novels sometimes explore unsettling themes, perfume, too, can be an artwork that encourages reflection. This is Spiritica’s philosophy. The stance has gone beyond words: in 2025, it also took the form of participation in a national crime-prevention project organized by the Italian government and police.

What Matters to the Brand

Exploring Smell, the “Last Mystery”

Spiritica is committed to very high fragrance concentrations, primarily 35% extrait de parfum. Yuzuyakuza is listed at 41% on the official website. Compared with the approximately 15–20% concentration typical of eau de parfum, 35% is strikingly high. The choice is intended to enable an immersive olfactory experience beyond simply “smelling good.”

GPS Coordinates as a Record of Place

Every perfume’s packaging bears the GPS coordinates of the real place on Earth that inspired it. This is more than a playful design detail: it lies at the heart of the brand’s philosophy of treating each fragrance as a geographical and emotional record.

“The collection is not a conventional ‘olfactory journey.’ Each fragrance contains a photograph of a dazzling experience I had years ago at a particular place on Earth. The packaging shows that place’s exact coordinates.”

— Daniele Muratori Caputo (from the Illuminata Collection page on the official website)

Luminous Flacons: Photoluminescent Caps

The Illuminata Collection uses photoluminescent caps that glow in the dark. Official descriptions present this as a technology using a mixed material patented by Only the Dreamers. Its faint glow away from light seems almost to visualize the collection’s theme of “spiritual light.” The collection as a whole is designed around three colors, red, green and blue (RGB), with reference to the RGB colors of a monitor, symbolizing the intersection of the spiritual world and contemporary digital reality.

A Different Story in Every Cap

For Jeffrey in the Crime Collection, the cap features flocking and laser engraving that recreate the carpet in murderer Jeffrey Dahmer’s apartment. The design makes the story begin from the moment one picks up the bottle, not only when smelling the perfume. Daniele personally oversees every creation, down to the details of concept and design.

Working with Multiple Perfumers

Alongside participating as a perfumer himself, Daniele collaborates with accomplished Italian perfumers including Paolo Cerizza, Leonardo Opali, Luca Maffei and Lorenzo Berti. Spiritica’s usual creative process begins with Daniele’s inspiration, which a specialist perfumer then gives olfactory form.

The Fragrance Lineup

This introduction focuses on three collections: Illuminata, Crime and Golden. The current official website also includes an Oscurata Collection.

Illuminata Collection

The brand’s first collection brings together fragrances inspired by real places considered rich in spiritual energy and associated with “paranormal enlightenment.” Each fragrance bears the location’s GPS coordinates and comes with a photoluminescent cap.

  • Atmayatra: “Pilgrimage of the Soul”

Coordinates: 30.97953°N / 79.02396°E. A sacred site in the Indian Himalayas, in the headwaters of the Ganges. Taking as its theme a valley where the immortal saint Babaji is said to walk, it interweaves holy basil, cardamom, cannabis, benzoin, frankincense, petrichor, patchouli, vanilla and other notes. A profound smoky fragrance carrying an atmosphere of smoke and meditation.

  • Suscepto: “A Vow of Dedication”

Coordinates: 37.5423541°N / 25.162688°E. Tinos, Greece. Set around a monastery where miracles are said to occur, it carries ozone, eucalyptus, rose, frankincense, metallic notes and beeswax. Memories of the sea and a sanctuary.

  • Weon: “Friendship” (Chilean Slang)

Coordinates: 22.931621°S / 68.308723°W. The Valley of the Moon in Chile’s Atacama Desert. Avant-garde notes of pisco sour, coca leaf, mint, ice cream and lithium evoke a landscape that seems extraterrestrial.

  • Mangomacumba: “The Macumba Ritual”

Coordinates: 22.9538922°S / 43.2857242°W. Tijuca National Park in Rio de Janeiro, Brazil. Taking its theme from Macumba, a Brazilian religious ritual of African origin, it swirls with ripe mango, papaya, blood and iron notes, and animalic musk. A sensual creation in which celebration and darkness coexist. It is currently classified under the Oscurata Collection on the official website.

Crime Collection

A collection depicting the darker side of human nature through fragrance, inspired by real criminals and criminal cases. From an artistic and educational perspective, the brand also participated in a national crime-prevention project organized by the Italian government and police in 2025.

  • Leonarda: “The Soap-Maker of Correggio” (2024)

Coordinates: 44.76987°N / 10.77958°E. Correggio, Italy. Inspired by the Italian female serial killer Leonarda Cianciulli, who murdered three women in 1939–1940 and used their bodies to make soap and cakes. The concept was devised jointly by Daniele and Ariosto, an influencer specializing in criminal psychology, with the fragrance composed by Paolo Cerizza. Beneath a sweet gourmand arrangement of Marseille soap, blood orange, Chantilly cream, biscuits, raspberry and metallic notes lie oud, sulfur and dark chocolate.

  • Jeffrey (2025)

The second chapter of the Crime Collection. Inspired by American serial killer Jeffrey Dahmer, it is presented by the brand as the world’s second perfume inspired by a serial killer. The concept was developed by Daniele in collaboration with criminologist Daniela Cavallo, with perfumery by Paolo Cerizza and Lorenzo Orlandi Berti. It descends from top notes of “innocuous everyday life,” including ice-cold beer, a poppers accord and aldehydes, into a heart of blood accord, sweat and dirty carpet, before reaching a base of melted plastic, a damp basement and vetiver. The cap is flocked to resemble the carpet in Dahmer’s apartment.

Golden Collection

A collection paying homage to people and presences whose influence on founder Daniele’s life has been so profound that it might be described as “paranormal.”

  • Lynch aka Smoked Styrax (2025)

Coordinates: 34.115775°N / 118.343448°W. Los Angeles. A homage to filmmaker David Lynch, director of Twin Peaks, Blue Velvet and Mulholland Drive. Composed by Leonardo Opali and Paolo Cerizza, this substantial smoky-amber fragrance moves from saffron, clove and cherry-pie top notes to a smoke-filled heart of Latakia tobacco, myrrh and styrax, then into depths of dark woods, benzoin, patchouli and vanilla. The listed price on the official website is €300 for 50 ml.

“Lynch is one of the most important and defining presences in my life. Not merely a director, but a guide, a parallel consciousness that worked upon me through the invisible power of symbols and dreams. Even without knowing him, I knew he was speaking to me. Every film, every pause and every mystery of his was like an encoded call to my consciousness.”

— Daniele Muratori Caputo (from the Lynch product page on the official website)

Yuzuyakuza

An “urban” creation released in 2025. It is currently classified under the Oscurata Collection on the official website.
Coordinates: 35.693806°N / 139.701555°E. Shinjuku, Tokyo. Themed around Japanese yuzu and the world of the yakuza, it unfolds through yuzu, sudachi, gunpowder, grapefruit, an ink accord, asphalt, incense and suede. It was composed jointly by Luca Maffei, Daniele Muratori Caputo and Lorenzo Berti.

By the Way…

When Weon Went Viral in Chile
The name “Weon” is a colloquial expression in Chilean Spanish slang, carrying nuances such as “guy” or “you.” When Chilean perfume critic Matías Ross posted a review on social media, it spread amid surprise at why an Italian luxury perfume would have such a name. Daniele himself expressed thanks on social media for the response from Chile, an example of the brand gaining international recognition in an unexpected way.

A Tribute to David Lynch
Lynch aka Smoked Styrax was released in May 2025, while Lynch himself had died in January 2025. It was the first creation in the brand’s Golden Collection, and his spiritual pioneering role, together with the coincidental timing, gives the perfume a special meaning.

References