An Interview with Dino Caracciolo: The Art of Persons of Interest
The brand Persons of Interest (often called POI) has earned a devoted cult following, especially within the fragrance and grooming communities. This isn't just by chance.
The phenomenon is largely attributed to the brand's founder, Dino Caracciolo. His artisanal approach is at the heart of POI's appeal, focusing on small-batch production and the use of high-quality ingredients. Not to mention the connection customers feel to the brand because of the genuinely kind and passionate individual Caracciolo is.
If you're just discovering Persons of Interest, prepare to be captivated. We recently had the opportunity to chat with Dino Caracciolo himself, delving deeper into what makes POI such a beloved brand.
Q. Dino, it's a genuine pleasure to speak with you about Persons of Interest. We're incredibly impressed by the line's captivating scents and its reputation for being perfect gifts. As a 4th generation barber and the founder of Crown Shaving Co., your journey into fragrance seems like a natural evolution. Can you first share a bit about your family's legacy in barbering and what inspired you to establish Crown Shaving Co.?
A. Going back to the early days, I have really fond memories of my upbringing, especially spending time in my dad’s shop and watching my mother and father cutting hair side by side. Barbering wasn’t just a job in our family, it was a way of life. A lot of my uncles on both sides owned barbershops or salons, so the industry really became the cornerstone of our family legacy. Naturally, it was a world I grew into proudly, along with my two brothers who are also in the industry. After years behind the chair, I started to experience reactions to some of the professional-grade products we used every day. I got frustrated by the lack of options that were both effective and made with cleaner ingredients, and I saw an opportunity. I set out to create a grooming brand for men, products I’d feel good using on myself and my clients. In 2009, I launched Crown Shaving Co., starting with a product I used every day: a shave cream. Since then, Crown has grown into a trusted line for men who value performance, tradition, and quality without compromise.
Q. Following your success with Crown Shaving Co., Persons of Interest emerged as a distinct passion project. What was the driving creative impulse behind launching a dedicated fragrance brand? How does the artistic and creation process for POI differ from or complement your work with shaving products?
A. As much as I enjoyed creating for Crown, I started feeling a bit limited by the types of products that really resonated with that particular clientele. I wanted to expand creatively and offer something different, something that spoke to both men and women. While the creative process is similar to what I do with Crown Shaving Co., with Persons of Interest I get to dive much deeper into complex scent compositions and home fragrance. It’s been a way for me to explore scent in a more artistic and experimental way. The great thing about working across both brands is that nothing ever really goes to waste. Some scents we develop for Persons of Interest don’t always fit the direction I envision, but those ideas often find their way into Crown products. Our Anti-Flake Beard Oil, which is coming out soon, actually started as a fragranced body oil concept for Persons of Interest. I wasn’t quite ready to expand into full body care under that brand yet, but I knew that scent deserved a home, and it found one in Crown.
Q. There's a wonderful sense of mystique surrounding Persons of Interest – from your website's aesthetic to your logo's "somewhere in Toronto" tagline. Was this intentional? Are you aiming to cultivate a certain "speakeasy" or exclusive feel for the brand, and if so, what's the philosophy behind that approach?
A. When the idea for Persons of Interest first came to me, I wanted to keep things intentionally incognito, low profile and under the radar. I didn’t want people familiar with Crown Shaving Co. to bring any preconceived notions to this new venture. This brand was meant to stand completely on its own. From the beginning, it was purposely designed to be a little hard to find. A kind of "if you know, you know" experience. I liked the idea of the customer having to dig a little, to uncover us, and in doing so, become part of something more personal and intentional. That approach helped us build a real community of devoted followers. We launched in Toronto, and everything is made here. So the tagline "Somewhere in Toronto" felt like the perfect fit. It is subtle, a little mysterious, and really true to who we are.
Q. When you're embarking on the creation of a new scent for Persons of Interest, where do you typically find your inspiration? Are there specific memories, places, emotions, or even ingredients that spark your creative process? And, if you had to pick, do you have a personal favorite among the current POI collection?
A. When I start developing a new fragrance or any new product, I never put a timeline on it. As a small, family-run business, I’m lucky not to be tied to the pressures that come with larger, corporate-owned brands. I let inspiration guide the process. Some days it comes from vivid memories of my childhood at our family home in the south of Italy. Other days, it can be sparked by anything, like the mood of a local dining spot or a street scene. For me, creating a new scent is a slow and intentional journey. I take my time because I believe in releasing only what feels meaningful. I’m mindful about not putting out products just to fill shelves. Each creation has to carry purpose and emotion. If it doesn’t, it’s not worth doing. Right now, my personal favourite product is our shower mist. There’s just something about standing under the hot water with the eucalyptus scent all around that feels calming and comforting.
Q. Your existing fragrance collection is truly distinctive. What can enthusiasts and new customers look forward to from Persons of Interest in the future? Are there any hints you can share about upcoming scents, new product formats, or evolving directions for the brand?
A. I’m really excited about where Persons of Interest is headed. We’re going to keep growing but always at a steady and thoughtful pace. Over the past six years, I’ve been quietly perfecting my candle-making process. My goal was always to create the perfect candle, one that burns clean, feels luxurious, and fills the room with a great scent. I think I’ve finally nailed it. So yes, more candles are definitely coming. We’re also planning to expand more into home scents with aromatic room sprays made with the same care and attention. Stay tuned, there is plenty more on the way.