List of products by brand Borotalco
Borotalco: since 1878, the Italian icon of body care and unmistakable fragrance.
Borotalco was born in Florence in 1878, in the heart of Via Tornabuoni, from the vision of Henry Roberts, a pharmacist who turned his apothecary into a hub of innovation. Here he created Boro-talcum, a fine, velvety powder designed to soothe and perfume the skin – destined to become one of Italy’s most beloved personal care products.
By 1904, the iconic green tin was introduced, and the phrase "the finest powder for the skin" defined its reputation. Throughout the 20th century, Borotalco evolved with the times: in 1929, while many tried to imitate its success, the slogan “If it’s not Roberts, it’s not Borotalco” confirmed its uniqueness.
In 1957, Borotalco entered the homes of millions through Carosello, Italy’s first TV advertising platform, becoming part of family routines and national identity.
During the 1990s, the brand expanded into a complete line of body care products, always characterised by its iconic olfactory signature – a scent deeply embedded in the memory of generations.
The 2000s saw the launch of Borotalco Original, the first deodorant line enriched with Microtalc to absorb sweat and offer a fresh, dry effect – a revolution in daily comfort.
In 2011, Borotalco began its international expansion, spreading the essence of Italian wellbeing around the world.
By 2018, the brand embraced modernity with a sleek new packaging and the launch of the "Vivi di più. Vivi Borotalco" (Live more. Live Borotalco) campaign, celebrating active living. This was followed by Active, a line of deodorants with Odor-Converter™ technology, designed to intensify fragrance with movement.
In 2022, the new communication platform "Abbraccia la Vita" (Embrace Life) reaffirmed Borotalco’s emotional connection to consumers, highlighting the simple yet powerful gesture of the hug – a symbol of warmth, authenticity, and openness.
In 2024, Borotalco celebrates 120 years of Italian history and excellence. More than a product, it is a cultural icon, recognised for its role in shaping Italian identity. Enrolled in the Register of Historic Trademarks of National Interest, Borotalco continues to embody the craftsmanship, tradition, and innovation of Made in Italy.
