Overview
- The Florence trade fair hosted 14 niche perfume labels in a dedicated Hi Beauty area, with 17 additional fragrance brands placed elsewhere across the venue.
- About 5,000 foreign buyers attended, the strongest showing since the pandemic, while Italian buyer numbers fell roughly 8% to 7,600.
- Exhibitors reported heavy foot traffic and early orders, with the aspirational segment viewed as key to an industry outlook of roughly 5–6% revenue growth this year.
- Circana and major retailers including Sephora, Amazon and Net-a-Porter say prestige fragrance continues to drive growth into 2026, supporting the integration of scent into menswear assortments.
- Organisers signaled potential expansion of fragrance and men’s beauty in future editions pending feedback, as weak exchange rates, geopolitical uncertainty and Saks Global’s bankruptcy weigh on order conversion.