The prestigious global niche fragrance fair, Pitti Fragranze 2026 (Pitti Fragranze 24), took place from September 11 to 13 at the Stazione Leopolda in Florence, Italy. This year's edition featured participation from over 290 brands, showcasing the latest in niche fragrances as well as independent skincare lines, attracting more than 2,000 professional buyers.
Organized in collaboration with the Italian Trade Agency (ICE Agency) and UniCredit, the main theme of this year’s event was ‘Cura’ (Care/Healing), emphasizing niche fragrances as tools for body and mind purification beyond mere olfactory pleasure. The fair recorded its highest number of participating countries with notable representation from Australia, Hong Kong, South Korea, the United Arab Emirates, France, Germany, Japan, Greece, Lithuania, the Netherlands, Poland, the United Kingdom, Czech Republic, Romania, Senegal, Spain, the United States, Sweden, Switzerland, Thailand, Taiwan, and Turkey.
Pitti Fragranze 2026 featured a variety of sections highlighting original niche perfume brands and the latest works from emerging perfumers. Attendees could explore trends through presentations from both emerging talent and established figures in the fragrance industry.
The SPRING section provided a dedicated space for introducing new brands and fragrance lines making their global debut, tailored to trend-sensitive buyers. Additionally, the ‘Soul and Skin’ section, first introduced in 2025, evolved into a specialized area for discovering avant-garde concept brands in face and body cosmetics.
This year's fair also marked the debut of a special space, Code Korea @ Fragranze, reflecting the success and creativity of K-beauty. Organized in partnership with the Korea Creative Content Agency (KOCCA), this area showcased carefully selected brands, including Deardot, Dermathod, and Purepeak.
Ivano Cauli, CEO of Pitti Immagine, remarked, “The world of fragrances is vibrant. However, that does not mean the choice of brands is any easier. Pitti Fragranze facilitates meetings between exhibitors and international buyers while helping to disseminate trends and culture through the voices of key industry figures.”
