History

Les Parfums de Dana was founded in Barcelona in 1921 by Javier Serra, former director of the Spanish perfume house Myrurgia. From the outset, Serra envisioned an international fragrance company that would rival the great Parisian perfumers. By 1932, Dana had established a headquarters in Paris at 9 rue de la Paix, strategically positioning itself at the heart of the fashion and luxury industry. Over time, the company expanded aggressively, building a presence in markets across Argentina, the United States, Canada, Mexico, Cuba, Costa Rica, Venezuela, Colombia, Peru, Brazil, Chile, Uruguay, the Philippines, New Zealand, Portugal, Belgium, Switzerland, and Italy. This widespread reach helped Dana secure its reputation as a truly global perfume house.

The name Dana was chosen as a reference to Danae, the Greek mythological figure, symbolizing beauty and allure. This inspiration was reflected in the company’s logo: a woman’s head taken from a sculpture by Mariano Andreu, an elegant emblem that became synonymous with the Dana brand.

As the company grew, Dana absorbed a number of well-established names in perfumery and cosmetics. Among the companies it acquired were Corday, Helena Rubinstein, Cover Girl, Shulton, Max Factor, Houbigant, and Jaclyn Smith perfumes. In many cases, Dana not only purchased the rights but also continued to produce the perfumes, sometimes reformulating the compositions while retaining the original, recognizable names that carried consumer loyalty. This strategy allowed Dana to preserve heritage fragrances while adapting them for changing tastes and markets.

In 1995, Les Parfums de Dana was purchased by Renaissance Cosmetics, Inc., marking the beginning of a series of ownership changes. Renaissance itself was later acquired by Fragrance Express, Inc. and the investment firm Dimeling, Schreiber & Park. At this stage, the company was rebranded as the New Dana Perfume Corporation. Ownership shifted again when Fragrance Express was purchased by National Boston Medical Inc., reflecting the turbulence of the fragrance industry in the late 20th century.

By the early 2000s, Dana faced significant restructuring. In 2004, the company announced the closure of its 40-year-old Mountain Top facility in Wright Township, Pennsylvania, which had long been a central hub for production. At this point, two separate entities were associated with the Dana name: New Dana Perfume, Inc., which managed manufacturing, filling, and storage, and Dana Classic Fragrances, Inc., which owned the trademarks and handled marketing and sales.

Despite these shifts, Dana’s perfumes—particularly its classics like Tabu and Canoe—retained their place in the fragrance world, ensuring the brand’s name continues to resonate with both collectors and loyal wearers.