The Pitti Fragranze 2026 event was held from September 11 to 13 at Stazione Leopolda in Florence, Italy, showcasing a range of niche perfumes, including celebrated Italian brands and new collections from around the world.
Italian niche perfumery leads global fragrance trends with a foundation of artistic innovation and craftsmanship. Among the featured brands, Francesca Dell'Oro captured attention with its unique packaging and elegant, aesthetic scent profiles, combining Italian sensibility with the perfumer's personal memories and artistry.
The Istituto dell'Odore attracted interest through its collaboration with renowned perfumer Meo Fusciuni, unveiling the Allfactory Project that addresses post-industrial culture and artistry. SALUM, a rising Italian brand named after the Latin word for 'sea', interprets Mediterranean and oceanic sentiments through contemporary, unique scent compositions.
Emerging brand Gianluca Gariboldi participated in the SPRING section, presenting an authentic representation of Italian craftsmanship with a minimal and modern concept. Danhera Italy drew inspiration from ancient mythology and the Mediterranean landscape, offering both home fragrances and perfume lines.
AVAU, based in Milan, is a new niche perfume house that merges family heritage, personal memories, and modern artistry into its emotional fragrance offerings. Meanwhile, KUOCA has garnered significant popularity among celebrities in Korea and introduced a 'delicious' line of perfumes and skincare products made from carefully sourced ingredients like white truffle and green caviar.
J-SCENT encapsulates ‘the touch of Japan’ in its fragrances, marrying Japan’s beauty, nature, culture, and ancestral traditions with contemporary life. Its Hanamizake fragrance, inspired by cherry blossom viewing rituals, and the bestselling Roasted Green Tea, are notable highlights.
Indonesian soccer player Justin Hubner presented his O de Parfum series, which combines originality and a modern sensibility, with fragrances designed to last over eight hours. The versatile unisex blend 'Sugar & Spice' and the bold 'El Preman,' inspired by a striker’s decisiveness and energy, showcase this vision.
Fragonard presented a bright fragrance combining citrus freshness with delicate orange blossom and soft woody notes, crafted by perfumer Daniela Andrier. This creation stands as a celebration of a significant milestone.
SALON DE NEVAEH utilizes rare plants and fruits found only in Korea, showcasing creativity through a sensory fusion of sight and smell, with scents contained in valuable ceramic bottles inspired by ancient philosophies and Korean aesthetics.
The event also featured the latest trend analyses and seminars. Topics included MANE's RAW: The Scent of Care, new Allfactory experiences beyond retail, projections and visions for the fragrance industry, CODE KOREA—Beauty and AI: The Future is Now, the new era of natural ingredients, and the evolving role and vision of creative directors in niche perfumery, alongside a discussion led by Italy’s representative perfumers on their 40 years of fragrance narratives. Additionally, the digital platform Pitti Connect provided online exhibition opportunities for brand exploration, networking, and business matching.
