At the time, the majority of commercial perfumes were much stronger and heavier in composition; so the unusually light and refreshing fragrance from Parma found wide success in Europe.

The thirties and fifties are described as a 'golden age' for Acqua di Parma Colonia, which became very successful among members of high society, with celebrity clientele.

In 1993 the brand was revived by entrepreneurs Luca di Montezemolo (former chairman of Ferrari), Diego Della Valle (President and CEO of Tod's, (a shoeware and leather company)) and Paolo Borgomanero (a minority shareholder of lingerie retailer La Perla).

In 2013, the company launched La Nobiltà del Fare ("The Nobility of Work"), a book focusing on stories of Italian arts and crafts excellence, featuring photography by Giovanni Gastel.

Etihad airways has a deal to supply exclusive leather packs containing samples of the signature fragrance and hand cream in their business, first class and ultimate Residence apartment.