Featuring 290 new collections from niche and artistic perfumery, 75% of which come from around 30 foreign countries, exhibited along the design pathway at the Stazione Leopolda, the 24th edition of Pitti Fragranze breaks attendance records right from the start and reinforces its central position among top international events.

The Theme of the Year: Cura (Care)

> At the origin of every gesture lies care: protection and research, attitude and intuition, a haven as well as a broad horizon.
> Cura is the evocative yet concrete word chosen to inspire Edition 24. The delicate corolla of an iris, the most noble of flowers, takes center stage in the promotional campaign's artwork.
> It is a concept deeply connected to cosmetics and fragrances, as well as highly relevant among younger generations who pay close attention to self-care, caring for others, and protecting the world around them.

Special Guests and Major Debuts

> Niccolò Pasqualetti (Special Guest): The fashion designer introduces his first olfactory collection through a visionary installation created alongside Polish artist Alicja Kwade, supported by Galleria Continua and created in collaboration with Italian perfumer Cristiano Canali.
> Daniela Andrier (Master Perfumer): Unveils an absolute premiere of her first and highly anticipated maison de parfum, featuring a collection of six fragrances.
> Istituto dell'Odore by Meo Fusciuni: The celebrated Italian perfumer presents a manifesto for a post-industrial olfactory culture, conceived as an evolving archive to preserve olfactory memory.
> Maison Lorenzo Villoresi: Introduces a new deep, sumptuous, and sensual fragrance created entirely by Alessandro Villoresi in collaboration with Lorenzo Villoresi, marking the entrance of a new generation into the prestigious house.
> Laura Bosetti Tonatto: Celebrates her 40th anniversary of unique creations in the niche perfumery industry.

Special Sections and Areas

> SPRING – The Icons of Tomorrow: The dedicated section for emerging talents and the international debut of new perfume lines.
> SOUL AND SKIN – The Evolution of Skincare: A section showcasing independent and niche brands offering cutting-edge concepts for face and body care.
> Code Korea@Fragranze: A special area created in collaboration with the Korea Creative Content Agency (KOCCA), highlighting the latest innovations in K-Beauty and skincare (featuring brands like Deardot, Dermathod, Purepeak, and Varol).

Talks, Market Insights, and Olfactory Culture Events

> Mane (The Scent of Care – When Raw Materials Shape Emotional Design): The opening conference exploring the universe of raw materials and fragrance as a tool for emotional design and well-being.
> Nelly Rodi (New Olfactory Experiences: Retail and Beyond): An analysis of how olfactory experiences are reinventing retail through immersion and emotional connection.
> Fragrance Observatory (Osservatorio Fragranze): Curated by economist Marco Ricchetti (Blumine), presenting market performance trends, distribution dynamics, startups, and the rise of natural fragrances.
> Givaudan: Hosted sessions including "How Do You Build a Story Together?" and "Perfume as a Social Link" (focusing specifically on Gen Z).
> Research Frontiers (La Cura: A New Obsession?): A special focus on Augmented Fragrances and Double Power Skincare, delving into neurocosmetics and neuroscience.
> Afro Niche: An olfactory journey into contemporary African creativity and the influence of African talents in the beauty sector.
> Beauty Heritage (Beauty Is Not Archived: Preserve to Create): A project created to promote and value the archival, historical, and cultural heritage of the beauty industry.
> Robertet: A talk focused on ingredient innovation and enhancing natural raw materials.
> Istituto Marangoni (The Scent of Hospitality): A session on how fragrance is reshaping guest experiences in modern hospitality.

Pitti Connect
The digital platform remains active online through September 25th, allowing further exploration of brand collections and B2B networking.

Pitti Fragranze 24
September 11 — 13, 2026
Stazione Leopolda
Viale Fratelli Rosselli 5
50144 Firenze