In Florence, over 260 brands showcase a perfumery that is increasingly global, emotional and close to the world of skincare.
From 11 to 13 September 2026, the Stazione Leopolda in Florence returns to being the center of international artistic perfumery. The 24th edition of Pitti Fragranze brings together over 260 brands, around 75 percent from abroad, intertwining olfactory creations, independent skincare, research on raw materials and reflections dedicated to new consumer behaviour.
The word chosen to interpret this edition is “care”, represented in the official image by the corolla of an iris. A concept that goes beyond the cosmetic dimension to include protection, well-being, identity and relationships with others.
The great debuts of Pitti Fragranze
The dialogue between fashion and perfumery finds its protagonist in Niccolò Pasqualetti, Special Guest of the event. The Tuscan designer, finalist for the LVMH Prize 2024, presents his first olfactory creation, created with the perfumer Cristiano Canali, through an installation.
The entrepreneurial debut of Daniela Andrier, Master Perfumer of the edition, is also awaited. After having designed fragrances for Prada, Maison Margiela, Bottega Veneta, Gucci and Yves Saint Laurent, the famous nose reveals a preview of his own maison de parfum, made up of six creations.
New geographies and emerging talents
The Pitti Fragranze selection tells of an increasingly international perfumery, with companies coming from South Korea, Japan, China, Senegal, Thailand, Taiwan and the United Arab Emirates. The talk dedicated to the Afro Niche explores in particular the influence of African creativity on contemporary fragrances and skincare.
Spring, the section dedicated to emerging brands, is reserved for the new generations. Almost Human works around moments of transformation, Bontemps Paris interprets perfume as comfort, the Indian Peosym transforms it into a map of memories, while Cent.pm was born from the meeting between a perfumer and a photographer.
From well-being to the identity of spaces
The so-called Augmented Fragrances and Double Power Skincare are among the central themes of the edition. Perfumes and cosmetics are designed to act not only on the body, but also on emotions and self-esteem, as shown by Symrise’s research and Givaudan’s contribution on perfume as a form of social bond.
Meanwhile, smell conquers hotels, resorts and shops, where it helps to define the identity of the environments and prolong their memory. The theme runs through the meetings with Ambra Martone, Sophie Labbé, Ilaria Legato and Nelly Rodi, dedicated to hospitality and new multisensory experiences in retail.
Between olfactory memory and independent skincare
Innovation and conservation coexist in the projects presented in Florence. Meo Fusciuni unveils the Institute of Odor, an archive of the olfactory past and present, while Beauty Heritage enhances the historical memory of the cosmetics industry. Laura Bosetti Tonatto celebrates forty years of career and Alessandro Villoresi signs a new fragrance for the family maison.
Finally, Soul and Skin, the section dedicated to independent skincare, returns. From Obayaty’s hybrid products for male beauty to Warew’s Japanese formulas, up to Petite Amie Skincare’s masks and incenses, the selection confirms the growing convergence between perfumery, skin care and daily rituals.
