FRAGRANZE 2025

News

Edition 23

16.07.2025

a date in Florence with excellence in artistic perfumery and skincare

From September 12 to 14, 2025, the Stazione Leopolda in Florence becomes the global stage for Pitti Fragranze, the Pitti Immagine fair dedicated to international artistic perfumery. Celebrating its 23rd edition, the fair offers a curated journey through the most exclusive olfactory notes and innovative skincare formulas where beauty meets science.

Over 230 brands will participate in the event — 74.5% from abroad — including 68 returning or new names, and 46 making their debut.
And speaking of debuts: this year’s Special Guest is SETCHU, the Japanese brand by Satoshi Kuwata, which makes its entrance into the world of artistic perfumery with an exclusive installation presenting its first collection of five fragrances.

Our goal has always been to anticipate trends, spotlight the latest innovations from iconic and emerging perfume houses, and scout for fresh talent,” says Agostino Poletto, General Director of Pitti Immagine. “Each year, this commitment deepens through new collaborations and focuses, complemented by a full program of talks, presentations, and meetings designed to support the work of top buyers in the fragrance and beauty industries.
Fragranze promotes the pursuit of beauty, pleasure, and perfect moments. Since art cannot exist without harmony, we chose the word Composition to shape the identity and contents of this September’s edition.

— Agostino Poletto, General Director of Pitti Immagine

Thanks to a key collaboration with the Italian Ministry of Foreign Affairs and International Cooperation and ICE – the Italian Trade Agency, Fragranze has also invested in an incoming program that will bring over 30 international buyers and operators to Florence. These include professionals in artistic perfumery, beauty, and lifestyle — as well as top fashion retailers increasingly attentive to the fragrance world. Focus countries include France, China, Japan, South Korea, the United Arab Emirates, the UK, and the USA.

Returning to the exhibition layout at the Stazione Leopolda is SPRING, a special section dedicated to a curated selection of emerging brands and fragrance lines making their first appearance before an international audience.

SOUL and SKIN! A major new highlight this year is SOUL & SKIN, a section devoted to cutting-edge skincare, selecting the most innovative and research-driven brands in facial and body care.

The event will also feature talks, special focuses, trend reports, and collaborations — such as the one with MANE, which will open Pitti Fragranze 2025 with the special project: “FASHION & FRAGRANCES: WEARING THE FUTURE”.
This immersive sensory experience explores the deep connection between two creative worlds that reflect the spirit of our time: fashion and fragrance. Two forms of art that influence each other and share a common language made of style, emotion, and identity. During the presentation, MANE will reveal how fragrance ingredients can serve as a meeting point between creativity and sustainability.