Pitti Fragranze 2026
From 11 to 13 September, the international artistic perfumery to the Stazione Leopolda to present its latest novelties
From September 11 to 13, 2026, Florence will once again become a leading hub for international artisanal perfumery with the 24th edition of Pitti Fragranze, scheduled to take place at the Stazione Leopolda. Over the course of three days, the world of niche fragrances will gather in the city to present new collections, meet with buyers and industry professionals, and, above all, discuss the future direction of the sector. Over the past 24 years, this event has become much more than just a trade show: it’s a unique vantage point on fragrance culture and the emerging trends in contemporary beauty.
Pitti FragranzeOver 260 brands will be featured in this edition, and about 75% will come from abroad. An olfactory journey spanning Europe, Asia, the Middle East, and the United States, bringing some of the most interesting names in niche perfumery to Florence.
Among the names present are houses and brands such as Carthusia, Lorenzo Villoresi, Meo Fusciuni, Nobile 1942, Fragonard, Aedes de Venustas, Atelier Materi, Carner Barcelona, Heeley, Jovoy, and Stéphane Humbert Lucas, alongside a new generation of independent brands. Because it is precisely through research, experimentation, and the ability to create a recognizable olfactory identity that a significant part of the future of perfumery is being shaped today.
Care: the keyword of this edition
The defining theme of the 24th edition is CARE, a word that embodies an increasingly contemporary concept of beauty. Care means attention, protection, and exploration. It is the daily act through which we take care of ourselves, but also of others and the environment around us. And it is precisely around this concept that Pitti Fragranze builds its narrative for 2026. Representing this concept is the iris, one of the most precious and noble flowers in perfumery, the star of the campaign created by Alessandro Gori. A delicate image that serves as a metaphor for an industry in which perfume is no longer just an accessory, but a form of personal expression, memory, and emotion.
Pitti Fragranze Among the events to mark on your calendar is SPRING, the space dedicated to emerging brands and new fragrance lines. It is here that Pitti Fragranze looks to the future, identifying the brands that could become the leading players in tomorrow’s fragrance industry. An international selection of young brands and independent projects designed to pique the curiosity of buyers and those seeking something new. Alongside the fragrances, Soul and Skin—the section dedicated to independent skincare launched in 2025—also returns. It’s a journey that brings together cosmetics, research, and new beauty concepts, featuring brands such as Augustinus Bader, Eve Lom, Susanne Kaufmann, Bakel, and Und Gretel.
The line between fashion and perfumery is growing increasingly blurred. And Pitti Fragranze explores this through a dialogue involving designers, fashion houses, and emerging creatives. Among the highlights of this edition is Niccolò Pasqualetti, a young Tuscan designer and one of the rising stars of Italian fashion, who was a finalist in the 2024 LVMH Prize. In Florence, he will present his first fragrance, developed in collaboration with Italian perfumer Cristiano Canali. This debut brings the sensibility of contemporary fashion into the world of artistic perfumery and confirms just how much fragrance has become an integral part of building a creative identity.
The Great Noses and the Stories Behind a Perfume
Pitti Fragranze is also an opportunity to step into the often-hidden world of those who create perfumes. Among the most anticipated guests is Daniela Andrier, one of the most important noses in contemporary perfumery, creator of fragrances for houses such as Prada, Maison Margiela, Bottega Veneta, Gucci, and Yves Saint Laurent. In Florence, she will present a preview of her first independent perfume house, featuring a collection of six fragrances.
Also in attendance will be Laura Bosetti Tonatto, a leading figure in Italian perfumery, who will celebrate her 40th anniversary in the industry right here at Fragranze. And Meo Fusciuni will present the Istituto dell’Odore, a project dedicated to preserving and celebrating olfactory culture.
Must-See Events at Stazione Leopolda
The Pitti Fragranze program will feature talks, discussions, and presentations dedicated to the new frontiers of perfumery.
Topics will include natural raw materials and olfactory design with MANE, the market and new consumers with the Fragrance Observatory curated by Marco Ricchetti, creativity and storytelling with Givaudan, and new olfactory experiences in retail with Nelly Rodi.
There will also be in-depth discussions on the future of skincare, the relationship between fragrance and neuroscience, and Gen Z’s growing interest in olfactory experiences.
Among the most intriguing experiences is Taste & Smell with MARIEJEANNE, which brings the world of fragrances into the realm of taste through a pairing with artisanal gelato.
But it is above all the relationship between fragrance, spaces, and experiences that highlights one of the industry’s most fascinating developments. Increasingly, fragrance transcends the confines of the traditional bottle to become an integral part of the identity of a place, a brand, or an experience. This phenomenon is particularly evident in the world ofhospitality, where hotels, resorts, and destinations use scent to create recognizable atmospheres and leave guests with memories that extend beyond their stay. This is the theme of The Scent of Hospitality, a talk organized in collaboration with Istituto Marangoni Florence, which will explore the role of fragrance in telling the stories of places, identities, and destinations through the universal language of emotions.
Pitti Fragranze
11-13 settembre
Stazione Leopolda
Viale Fratelli Rosselli
Orario: 10.00 – 18.00
Ingresso gratuito riservato agli operatori del settore
www.fragranze.pittimmagine.com
