Pitti Fragranze with over 230 brands is under 12 September, following the Milan Beauty Week promoted by Cosmetica Italia in collaboration with Cosmoprof and Esxence.
With a 2025 turnover expected to grow by 6.9%, estimated at 17.7 billion euros, the Italian cosmetic industry is confirmed as a territory of excellence. On the consumption front, in fact, the local market in 2024 touched 13.4 billion, scoring an increase of almost 7 percentage points on the previous year. In detail, purchases in traditional sales channels are guided by facial care products (16.2%), those for body care (15.2%) and alcoholic perfumery (14.5%). In this context there is therefore great expectation for autumn events. Starting from Pitti Fragranze which will be staged from 12 to 14 September in the spaces of the Leopolda station in Florence. The 23rd edition of the Salone will see the participation of over 230 brands, including 74.5% of which come from abroad and 46 debuts are. “Anticipating the trends by offering a targeted look at the novelties of the Maison de Parfum and the most iconic and innovative brands and at the same time scouting about the newest brands,” explained Agostino Poletto, general manager of Pitti Immagine, “it has always been the goal of fragrances. At each edition this commitment is consolidated through new collaborations and new focus, and a schedule of talk, meetings and presentations that accompany the best work of the work. Buyer of the fragrance and beauty sector. Many news in the schedule starting from the participation of Satoshi Kuwata as Special Guest. The Japanese designer, founder and creative director of the Forum as well as the winner of the LVMH Prize for Young Fashion Designer 2023, after being a guest designer in Pitti Uomo 107 in January 2025, will preview his first collection of perfumes, Secheu Perfume, consisting of five fragrances, created together with the nose Julie Massé of Mane. Not only that, there are also transversal suggestions like Fashion & Fragrances Wearing The Futurethe presentation of Mane to tell how the ingredients of the fragrances are a meeting point between creativity and sustainability and the projection of the docu-film Olfactory memorieswritten and directed by Francesco Spagnuolo, and produced by Angelika Vision, who tells the career of Meo Fuscini, among the most relevant Italian noses on the international scene. It is then a cosmetic that becomes the protagonist of the fourth edition of the week dedicated to the culture of beauty and well -being, namely Milan Beauty Week, promoted by Cosmetica Italia in collaboration with Cosmoprof and Esxence, which from 17 to 21 September will involve the whole city. “This year we want to renew the story of beauty by enhancing the deepest facets, in a constant and increasingly articulated dialogue with the great themes of our time: innovation, sustainability, inclusion and emotion”, underlined Ambra Martone, vice -president of Cosmetic Italia with delegation to Milan Beauty Week and President of Academy of Perfume, “Milan Beauty Week is confirmed as a cultural project that is constantly evolving, able interpret the language of beauty and well -being as an authentic expression of individual and collective identity. Musical dedicated to kindness, from charity to scientific and training activities, each proposal wants to be part of a choral story that restores its strategic role to beauty as a lever of economic, cultural and social development “. The route will have Tre Hub key centers: Palazzo Giureconsulti, Palazzo Castiglioni and, for the first time, of Palazzo Bovara. Not only that, with a view to widespread beauty, the main districts of the cosmetic chain, Crema, Lodi, Monza and Brianza but also the Villoresi Museum in Florence and Palazzo Mocenigo in Venice, will be the protagonists of the outside Milan Beauty Week with ad hoc programs, which will enhance their link with the world of cosmetics.
