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Javier Sierra established the house of Dana in 1932 in Barcelona, Spain, formerly with the Spanish perfume house of Myrurgia. The house was named after Danae, the mother of Perseus in Greek mythology. An alleged great beauty, Danae has come to symbolize female beauty and it is her representation that graced the company's logo. Moving to Paris shortly after it's founding, the house was relocated once again in 1940 to the United States during the German occupation of France during World War II.

In time Dana's fragrances were re-branded from prestige fragrances to mass market products and to expand its portfolio, the company acquired licenses for various classic perfumes produced originally by other houses such as Chantilly, Love's Baby Soft and Toujours Moi among others. Renaissance Cosmetics purchased Dana in 1994 but their subsequent bankruptcy in 1999 led to their acquisition by New Dana Perfumes or Dana Classics of which they are now known.

The first perfume offering from the house of Dana was Tabu in 1932. The instructions behind the creation of this scent were to make a perfume suited for a whore, in other words, something sensual and shocking. This succulent oriental floral fragrance is abounding with spicy citruses surrounding a heart of hypnotic flowers resting on a bed of amber and soft woods. Other popular perfumes from Dana include Ambush, Black Lace, California, Lutece, Le Jardin and the Heaven Sent series. Men's colognes include British Sterling, Fathom, Navigator and the English Leather series.

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