Highlights September 2025

Under the theme "Composition", the fair showcased unique fragrances and skincare rituals that explore new dimensions of sensory well-being.

Key trends at Pitti Fragranze

- Gourmand reinvented, with unexpected notes of milk, creamy rice, dulce de leche and a boom in cherry.

- Musk in the spotlight, presented in multiple variations.

- Rising Asian influence, marked by the debut of Japan's Setchu and the growing presence of Korean brands such as Saranghaeyo and Born to Stand Out.

Among the most talked-about launches were Lübu by Sora Dora, inspired by the smoke of Armenian paper; Rouge Rebel by Vertus, a cherry, vanilla and chocolate gourmand; and Ultra by Hiram Green, a 100% natural green floral.

Pitti Fragranze confirmed that artistic perfumery is increasingly oriented toward individuality, where every scent expresses identity, mood, and cultural narrative.

dsm-firmenich unveiled emotiOn™, the first fragrance scientifically proven to encourage social interaction, the result of over 30 years of neuroscience research conducted with leading academic institutions.

In today's hyper-connected yet solitary world, according to the New Next Now global barometer, 75% of consumers link their well-being to social relationships, more than half of Generation Z report feeling lonely, and 61% believe fragrances can help combat loneliness.

Using AI, a database of more than 40,000 tested fragrances, and human-behaviour studies in social settings, emotiOn™ offers perfumers new guidelines to create scents that promote genuine human connection.

With more than 50 years of experience and over 300 fragrances to his name, perfumer Carlos Benaïm shares his life and creative journey for the first time in A Scented Journey, written with journalist and perfume expert Denyse Beaulieu and published by Nez Editions.

The book follows Benaïm's olfactory memories through cities such as Tangiers, Paris, New York, Rio, Buenos Aires, and Amsterdam, turning personal recollections into universal perfumes.

"One of my greatest joys has been not only recreating these scents that are inextricably linked to me, but also pouring these drops of memory into bottles, transforming the intimate into the universal," says Benaïm.

Among his celebrated creations are Polo by Ralph Lauren, Libre by Yves Saint Laurent (with Anne Flipo); Flowerbomb by Viktor & Rolf; and exclusive works such as Eau de Magnolia and Music for a While for Frédéric Malle.