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The company Culti was founded in Milan in 1990 by its current creative director, Alessandro Agrati. He aimed to create completely innovative luxury home products and fragrances. Agrati is the one who came up with the idea of a reed diffuser with rattan sticks, a true breakthrough in the home fragrance industry, which is now successfully used worldwide.

Like many great inventions, the idea of permanent home fragrance emerged "per caso"—by chance—through the traditional craft of making baskets from rattan palm. Rattan baskets are shaped using steam. Culti decided to combine the basket base with its own fragrances. This combination of natural materials created a stunning effect—the wood absorbs the perfume, ensuring an even and continuous diffusion of scent throughout the room.