The 24th edition of Pitti Fragranze brings the best of artistic perfumery and indie skincare to Florence, from September 11 to 13, 2026. Over 260 international brands are expected at the Stazione Leopolda, approximately 75% from abroad, alongside a rich calendar of events and talks exploring contemporary olfactory culture, market trends, and consumer behavior.
New collections of Italian and international niche perfumery
Beyond the most compelling artistic brands of the moment, the fair also brings together the leading composition houses and the most talented creative noses: from emerging voices to cult names in the industry. The trade fair maintains constant observation of the market, also through the Osservatorio Fragranze curated by economist Marco Ricchetti, Pitti Fragranze stands apart as the event capable of monitoring and anticipating fragrance trends with authority, and of developing productive relationships between buyers, professionals, exhibitors, and journalists, creating a unique blend of art and business.
"There is great momentum in the world of fragrances. This does not mean, however, that selecting brands has become any easier. In our vision, Pitti Fragranze is and must continue to be an experience of discovery, research, and depth. An event during which to foster encounters between exhibitors and international buyers, while also spreading olfactory culture through the voices of the sector's key protagonists," commented Ivano Cauli, ceo of Pitti Immagine.
Italian Ministry of Foreign Affairs and International Cooperation and ICE to support the incoming of international buyers
The incoming program for leading international operators and communications is supported by the Italian Ministry of Foreign Affairs and International Cooperation and ICE, the Agency for the promotion abroad and internationalization of Italian businesses, bringing to Florence a selection of international buyers and operators from the worlds of artistic perfumery, beauty, and lifestyle, including top fashion retailers who are paying growing attention to fragrance.
Cura is the guiding word of this edition
Cura is the guiding word of this edition: the dedicated talks will also explore the future of Augmented Fragrances and Double Power Skincare.
indie skincare brands and new brands
Soul and Skin returns, the section dedicated to indie skincare brands, which drew significant attention at the last edition. Among the names at this edition: Aksimonelli, Angela Laganà, Augustinus Bader, Bakel, Dress Cosmetics, Eve Lom, Goshu, Goto Essentials, Höbepergh, Insium, Lerève Beauty, N8 Molecule, Obayaty, Perennae, Petite Amie Skincare, Susanne Kaufmann, Und Gretel, and Warew.
Spring is the area dedicated to a selection of new brands, fragrance lines making their first appearance before an international audience, and new market realities, responding to the demand for discovery among the most research-oriented buyers. Among the brands featured in this edition: Almost Human, Avii, Bontemps Paris, cent.pm, Free Yourself, Gianluca Gariboldi, Gini Parfum, Idman, Kintsugi Perfumes, La Serra, L’Eau Maliz, Max Foucaut, Mezel, Mmoire, Organ Tale Parfums, Peosym, Siuno, Synesthésie, The Things Past, Unifrom, and Venue.
The link between fashion and fragrances
From the previous edition onwards, Pitti Fragranze has chosen to support emerging designers at their first creative encounter with fragrance and, alongside them, to deepen the dialogue between fashion and scent. In parallel, Pitti Uomo, the Pitti event dedicated to menswear and its lifestyle, has created within it the special space Hi Beauty, featuring a selection of avant-garde fragrance brands responding to the new needs of buyers. A synergy rooted in an attentive and far-sighted reading of market trends and consumer attitudes.
«The cross-contamination between fashion and fragrances is generating not only new narratives, but also interesting business opportunities," explains Antonio Cristaudo, commercial director of Pitti Immagine. "The know-how of Pitti Immagine and our long experience in the fashion sector, developed in particular through Pitti Uomo, have allowed us to initiate a virtuous exchange. On one hand, Fragranze opens up to the olfactory collections of emerging designers. On the other hand, we are able to expand our buyer incoming strategy. The leading department stores and most acclaimed concept stores are increasingly completing their fashion offer with fragrance research corners and proposals».
Special Guest of this edition
Niccolò Pasqualetti will make his debut in artistic perfumery as Special Guest. Among the youngest independent talents in Italian fashion (born 1994), already a finalist at the LVMH Prize 2024 and Guest Designer at the summer 2025 edition of Pitti Immagine Uomo, the Tuscan-born designer will present his first olfactory creation through a visionary installation, a pure expression of aesthetic sophistication and expressive freedom.
On the heels of K-Beauty's success and the growing international attention that Korean creativity is attracting at Pitti Uomo, the Code Korea special area makes its debut, dedicated to a selection of the latest beauty innovations and research in the world of artistic fragrance, in collaboration with Korea Creative Content Agency (KOCCA).
Pitti Fragranze 24
September 11 - 13, 2026
Stazione Leopolda - Firenze
