Fragranze 19

17 - 19 September 2021


The 19th edition of Pitti Fragranze took place at the Stazione Leopolda in Florence from 17 to 19 September as the first trade fair in the sector to return to an in-person format. The return of Fragranze was a highly anticipated event for the international community of artistic perfumery and high-end beauty, and the Stazione Leopolda was both a physical space and a symbol of the restart. Amid great enthusiasm, we collected very positive feedback from all the operators for the quality of the attendees, the novelties presented, and the great desire to return to a concrete approach, after the long break from face-to-face events. With great satisfaction, we want to share these important results with you.


17 - 19 September
  • Italian buyers
  • International buyers (27% of the total)
Here is the ranking of the main markets:
France, Spain, Switzerland, Russia, Lithuania, Germany, The Netherlands, Ukraine, United States, Romania, Poland, United Kingdom, Turkey, Austria, Saudi Arabia, and Portugal.



Buyers from some of the most important international stores, boutiques, department stores, and online retailers took part in this edition, including:

10 Corso Como (Italy), 50 Ml (Italy), Al Sacro Cuore Antica Profumeria (Italy), Aroma Company (Germany), Aromateque (Ukraine), Art et Parfum (Italy), Aus Liebe Zum Duft (Germany), Balduina Profumi (Italy), Beghin Profumeria (Italy), Bertozzini dal 1913 (Italy), Boudoir 36 (Italy), Campomarzio70 (Italy), Classic Parfums (Germany), Cosmotheca (Russia), Createur 5 d'Emotions (Romania), Crème de la Crème (Lithuania), Crime Passionnel (Denmark), Dolci Trame (Italy), Elysée Concept (Romania), Embassy Niche Perfumery (Portugal), Felloni (Italy), Floris Profumi (Italy), Fragrance Company Limited (Russia), Gabriella Profumi (Italy), Giglio Bagnara (Italy), Hexagone Kiev (Ukraine), International Brand Services (The Netherlands), Isolée (Spain), Jan Company (Ukraine), Julian Fashion (Italy), Kamana (Ukraine), Laconicum (Spain), Le Secret du Marais (Spain), L'Ò (Italy), Lubner (Germany), Mazzolari Profumerie (Italy), Mon Petit Parfum (Italy), Muzio Profumi (Italy), Nadia Perfumeria (Spain), Naegele & Strubell (Austria), Netscent (Italy), Niche (Italy), Otro Perfume (Portugal), Papaduk (Spain), Parenti Profumeria (Italy), Printemps (France), Profumeria Inglese (Italy), Profumo Poerio 33 (Italy), Regia Perfumerias (Spain), Rinascente (Italy), San Carlo dal 1973 (Italy), Sens Unique (France), Silk Cosmetics (The Netherlands), Skins Cosmetics (The Netherlands), Supercosmetics (Russia), Thaler (Italy), Top (Croatia), Twenty Profumeria (Italy), Walkiria (Italy), Zagalia Perfum (Russia).

Feedback from some of the buyers:
The organization was excellent: everything went smoothly, and the timing was perfect. Fairs are usually quite stressful for buyers, but I realized that everything would go well even before arriving in Florence. The fair was an incredible discovery for me: everyone seemed excited, I had interesting exchanges and conversations with industry professionals, and I felt I was working in total safety. And I also discovered many exciting brands, even with affordable price ranges. It was exactly what I was looking for: it's the new trend, niche collections that people can afford.

— Amance Galinou, chef de produit Beauté – PRINTEMPS (France)

Beautiful atmosphere, you could feel the will to restart. I booked all the events in the programme: for those attending for years, the most important aspect is the meetings, the talks, the retrospectives, which at Fragranze are always of the highest quality. We often don't have time to keep up with each other throughout the year, and the fair is an unmissable moment to stay up-to-date and discover future trends

— Luigi Correra, titolare NARCISO - Verona (Italy)

When lockdown ended, I thought: I'll go to Fragranze! For me, it is now like a family, always gathering influential buyers with whom I can have pleasant conversations. A brand needs three things to be successful: an incredible look, an original story, and a new perfume, different from any other. It is not easy today, the market is crowded, but I found several interesting brands at the fair. Together with an excellent calendar of events, really of the highest level.

— Frank Weckesser, Aroma Company – Langen (Germany)

If other fairs are business, to me, Fragranze is the soul! It is an event close to my heart, like coming home to family. I found many new products presented by creative brands and a great international scope. And then a nice atmosphere, which has increased the connections between us buyers and exhibitors.

— Cristina Balan, managing director ELYSEE - Bucharest (Romania)

It was an enjoyable experience for me. In the times we are living, it is definitely nice to meet again: despite the big crowd, I felt safe thanks to compliance with anti-Covid regulations. The fair is an opportunity to browse, discover new brands, keep up-to-date and at the same time make yourself known. The calendar of events was also really interesting.

— Deborah Materno, PROFUMERIE MAZZOLARI - Milan (Italy)

Really excited and happy to be here! At Fragranze, I felt a positive, truly energetic atmosphere: you could tell that people wanted to meet again. The fair offers an ideal mix of well-known brands and emerging names; it is very well organized, and visiting is easy and insightful.

— Tanja Deurloo, Perfume Lounge – Amsterdam (The Netherlands)

The world of e-commerce, which has undoubtedly saved us in the last two years, cannot give us the experience that the physical fair offers: presentations, meeting people, smelling the samples of new perfumes, all priceless experiences, and there are details that one must live in person. I like Fragranze, the character of the fair, so intimate and personal: for me, it’s like being home. An excellent event, well organized. At each edition, I discover new interesting brands. And having the opportunity to hear from the likes of Ralf Schwieger is truly remarkable.

— Marta Tamayo, LE SECRET DU MARAIS - Madrid (Spain)

I am thrilled to be back! As always, the fair is well organized, slightly smaller in size than previous editions - for obvious reasons - but I must say that it was almost better because I had more time to learn more about the brands that interested me. Today, it is not easy to launch a sophisticated brand original in content, but the Spring section dedicated to emerging talents featured several interesting options.

— Eric Sogomonian, Cosmotheca – Moscow (Russia)

The perfumery sector is growing. Our customers often ask us what is new, they want to be updated, and Fragranze represents an ideal opportunity. I am here to compare myself with other names in the sector and look for new brands with a strong personality, and I can say that the fair has satisfied my every need.

— Hugo Banha, Profumeria Otro – Lisbon (Portugal)

I am very happy to be here again. Fragranze is an unmissable opportunity to meet again with colleagues and industry insiders I have not seen for two years now! I found an exciting selection of brands and calendar of talks, another asset of Fragranze.

— Borut Mihalic, director TOP – Zagreb (Croatia)


Over 120 journalists and media operators took part in Pitti Fragranze, following the fair, recording the trends and new ideas, and participating in the events that livened up the Stazione Leopolda and the city.

The main countries of origin were:
Germany, United States, Russia, Spain, United Kingdom, Czech Republic, Croatia, Turkey.

Here are some of the daily papers, magazines, on-line publications, and TV stations that covered the fair:

Amica (Italy), Andres Perfume-Man (Spain), (Italy), (Russia), Beauty Prof (Spain), (Italy), Bella (Italy), Beyond Beauty Magazine (UK), Cosmetiqua (Germany), D La Repubblica (Italy), Esquire (Italy), Esquire (Spain), Export Magazine (Italy), Fashion Snoops (US), (US), (Czech Republic), GQ (Italy), Il Mattino (Italy), Imagine (Italy), Io Donna (Italy), (Germany), Il Sole 24 Ore (Italy), La Repubblica (Italy), La Stampa (Italy), L’Officiel (Italy), Marie Claire (Italy), Milano Finanza Fashion (Italy), Miss Kardanova (Turkey), Monocle (UK), QN-Quotidiano Nazionale (Italy), Vanity Fair (Italy), Rai (Italy), (Russia), WGSN (UK).


Ralf Schwieger - Special Guest of Pitti Fragranze
Ralf Schwieger was the special guest of this edition which featured a retrospective – Ralf Schwieger A Retrospective – on his work and a conversation/interview, both curated by Chandler Burr, artistic director of Fragranze.

Raw by MANE: “E-Pure Jungle Essence™: the re-birth of enfleurage”
At this edition, RAW – the Pitti Fragranze format that gives space to perfumery's most important raw materials – featured E-PURE JUNGLE ESSENCE, the Mane presentation dedicated to the Enfleurage technique

The GurīnTalk: Freedom in error
A special conversation to discover the infinite possibilities that arise from a creative stumble, with the architect and designer Gentucca Bini and the botanist, landscape architect, and writer Antonio Perazzi. A presentation by the journalists Cristina Manfredi and Laura Bianchi.



7 September - 22 November
  • Accredited members of the trade*
  • Total pages viewed*
  • Visits*
  • Average session time*
    2' 05''
  • Average pages consulted per visit*
*data updated on 22/11/2021


The digital platform is confirmed to be a strategic business tool: it increases the visibility of the brands and their collections, it makes information and images available in real-time, and puts designers, companies, buyers and the press in touch with each other, broadening the reference markets. After the excitement and very positive feedback sparked by the return of the in-person edition of Fragranze – a highly anticipated event by the international community of artistic perfumery and high-end beauty – the show continued to showcase its protagonists online until November 22, achieving significant record results. We share them with you with great satisfaction: here is the complete report.



Buyers who logged in:

689 total buyers
449 Italian buyers
240 International buyers
The main countries from which the platform was accessed:
France, Germany, Russia, Lithuania, Spain, Switzerland, United Kingdom, Ukraine, The Netherlands, United States, Romania, Austria, Belgium,Turkey, Israel, Sweden, and UAE.



Buyers from some of the most important international stores, boutiques, department stores and on-line retailers took part in this edition of Pitti Fragranze on Pitti Connect.  The names present included:

10 Corso Como (Italy), Aedes de Venustas (US), Al Garawi Group (Saudi Arabia), Al Sacro Cuore Antica Profumeria (Italy), Alteus (Lithuania), Art et Parfum (Italy), Aus Liebe Zum Duft (Germany), Beauty Center Biba (Italy), Beauty Must Haves (The Netherlands), Bertozzini dal 1913 (Italy), Breuninger (Germany), Campomarzio70 (Italy), Carla Chemello (Italy), Cherry (Italy), Classic Parfums (Germay), Comas Perfumeria (Spain), Createur 5 d'Emotions (Romania), Elysée Concept (Romania), Fragrance Gallery (Estonia), Galeries Lafayette (Germany), Galeries Lafayette – Beijing (China), Galilu (Poland), Galleria San Federico Profumeria (Italy), Giglio Bagnara (Italy), Giulio (UK), Gold Apple (Russia), Hexagone Kiev (Ukraine), Introspection (Luxembourg), Jan Company Kah (Ukraine), Jsc Laiks Mode (Latvia), Julian Fashion (Italy), Kamana (Ukraine), La Maison du Parfum (Belgium), L'O’ (Italy), Le Nez Insurge (France), Le Secret du Marais (Spain), Les Senteurs (UK), Mazzolari Profumerie (Italy), Meroni Andrea Profumeria (Italy), Muzio Profumi (Italy), Nadia Perfumeria (Spain), Naegele & Strubell (Austria), Nagelschmitz Parfumerie (Germany), Narciso (Italy), Otro Perfume (Portugal), Parenti Profumeria (Italy), Parfum d'Ambre (Belgium), Printemps (France), Profumeria Inglese (Italy), Pulse of Perfumery (UK), Rinascente (Italy), Roma Store 63 (Italy), Ruberto Roberta (Italy), Ruiz de Ocenda (Spain), Saide (Italy), San Carlo dal 1973 (Italy), Scarazzini (Italy), Sens Unique (France), Silk Cosmetics (The Netherlands), Supercosmetics (Russia), True Grace (UK), Twenty Profumeria (Italy), Vittoria Profumi (Italy).



93 Italian and international journalists and media operators logged in and visited the fair.
Main countries of origin: Germany, Russia, US, France, UK, Croatia, Japan, Turkey, Hungary, Spain, Canada, Czech Republic and Ukraine. 

Here are some of the daily papers, magazines, online publications and TV stations that followed Pitti Fragranze online as well:
Amica (Italy), (Russia), Beauty Prof (Spain), (Italy), Bella (Italy), Beyond Beauty Magazine (UK), Bogdana Blog (Ukraine), Cosmetiqua (Germany), D La Repubblica (Italy), Esquire (Italy), Esquire (Spain), Export Magazine (Italy), Fashion Snoops (US), Fragrances of the World (Australia), (US), (Czech Republic), GQ (Italy), Il Mattino (Italy), Icon (Italy), Il Sole 24 Ore (Italy), La Repubblica (Italy), L’Officiel (Italy), Marie Claire (Italy), Milano Finanza Fashion (Italy), Miss Kardanova (Turkey), Monocle (UK), QN-Quotidiano Nazionale (Italy), Panorama (Italy), Vanity Fair (Italy), Sniffapalooza (US), (Russia), The Beauty Cove (Italy), The Plum Girl (Croazta).



Pitti Fragranze also includes intense online editorial and communication activities for promoting all the potential of the brands and collections present on Pitti Connect.  Through news and highlights broadcasted online on The Billboard and relaunched through the newsletters and social network channels, buyers and press were able to learn more about artistic perfumery and contemporary trends.

9,136 page views*