It seems a lifetime ago that I was invited to attend my first perfume fair, ten years ago in 2016, it was Pitti Fragranze in Florence. Wide eyed and full of excitement with my Press Pass hung around my neck I made that first venture into a world that has now become my family and a second home.

So much has transpired since the very beginnings of artistic and niche perfumery, what started as smaller, confidential fairs primarily designed for the perfumers and creative directors to share knowledge and exhibit tentative perfumes to an audience who were also passionate, curious and not so numerous as today has evolved into a global phenomenon where business and passion coexist. Even over the past 10 years which constitutes my personal experience the changes have been immense, there are now numerous new events every single year that reside alongside the more established ones. The calendar is filling up and one must deliberate on which ones to attend. In parallel the reasons for attending from both exhibitors and visitors alike has also shifted substantially.

There are now a multitude of offerings to cater for the complete range of brand requirements in both terms of budget and the audience they wish to connect with. Budgets are estimated based on previous events as fairs often do not disclose costs publicly or until a brand has registered its intention to exhibit.

Paris Perfume Week – estimated costs – 1500 – 4000 euros for a medium presence, many brands choose to share exhibition space, this offers a reduced cost – 800-1500 euros per brand.

Advantages – strong international niche perfume visibility, direct contact with perfume lovers, networking with industry experts, Artistic and cultural positioning. More time to spend with the participants. Cultivation of community. Perfume educational portal.

Disadvantages – there is a smaller audience than with larger trade fairs, limited retailer and distribution contacts, high competition between brands, less ideal for large distribution contacts or bigger B2B orders.

Art Niche Expo- Romania – estimated costs – 500 – 2000 euros.

Advantages – Direct access to eastern European markets, direct contact with perfume enthusiasts, strong networking opportunities, good visibility for indie brands and smaller businesses, artistic and curated event.

Disadvantages – smaller audience, fewer B2B opportunities, limited media exposure at the moment, travel costs, smaller than the major trade fairs.

Esxence Milan – estimated costs – small to medium stands 4000 – 8000 euros, larger booths up to 15,000.

Advantages – largest niche perfume event, access to buyers, retailers and distributors, global platform visibility, strong media presence and exposure, Prestige event, access to industry professionals, educational platforms and events. Brand credibility.

Disadvantages – Higher exhibitor costs, very competitive environment, direct sales limited, selective acceptance process, less time to engage with attendees.

Pitti Fragranze – estimated costs – 3000 – 15000 euros

Advantages – strong B2B focus especially within European markets, international exposure, Prestigious event, globally recognised, access to trend insights, cultural and educational opportunities, targeted professional visitors, large media profile and exposure. Calmer, less time pressured environment. Brand credibility.

Disadvantages – high participation cost, smaller audience than larger fairs, prioritises Italian and European distribution and retail.

TWFA Cannes – estimated costs for inside Palais des Congress – 12,000 – 50,000 euros but can range up towards 100,000 for packages. I have no specific costing available for the brands who choose to exhibit in outside hotel suites or apartments.

Advantages – The world’s leading travel retail event, Access to global buyers and distributors, Excellent networking globally, Media and industry visibility, Presence boosts brand credibility. Opportunity for brand and fragrance launch events.

Disadvantages – very high exhibitor costs, strong competition for attention, requires solid B2B sales preparation, Limited direct consumer contact.

Polaris Olfactive Stockholm – I have no cost estimates for this relatively new event.

Advantages – access to Scandinavian markets, exposure for relatively new and unknown brands, engaged community and enthusiasts, accessible for exhibitors and participants, creative and artistic environment, time to engage on a personal level, potentially lower cost.

Disadvantages – smaller audience overall, fewer major buyers, lower media coverage at present, less B2B, lower global exposure.

The number of fairs I attend has grown enormously as interest in the sector increases. In a recent article by Yosh Han of eaudeyosh.com, at last count there were an anticipated 43 perfume related events in the calendar for 2026, globally, running from February to December. When I began my perfume writing adventure in 2016, there were a handful of shows that occurred annually and had grown from small beginnings, for instance Exsence in Milan held its first show in 2009, Pitti Fragranze in Florence in 2002. I intend here to give my insights and to explore the expectations of exhibitors and attendees of the 2025 fairs I managed to attend.

Paris Perfume Week – Arriving on the trade fair scene with its first Edition in 2024 which was attended by 3000 visitors, Perfume Week founded by Nez in the heart of Paris proved to be an event that generated a lot of interest in both industry professionals and interested consumers alike. It struck on a winning and approachable formula, accessible to all. The public were invited for a nominal entry fee to attend, meet with brands and brand owners, face to face, attend events and conferences, round-table talks, olfactory installations and exhibitions. There was a premise amongst the exhibitors that here was a real opportunity to engage intimately, to meet their public face to face and spend quality time, for the consumers this was a chance to enter into what had previously been ‘hallowed ground’, entry to most other fairs giving limited access to the end consumer, the passionate perfume lover. Paris Perfume week balanced a heady mix of meeting brands, discovering new releases or unknown collections, meeting perfumers and creative directors, gathering knowledge with events geared to all aspects of the perfume world and involving numerous boutiques around Paris, holding events, ticketed workshops and open doors. Such a successful formula that Nez held a second edition in 2025 which confirmed the place of Paris Perfume Week on the trade show calendar. Paris Perfume Week 2026 will be held in a new, larger venue as its significance for both public and professionals alike increases. 2025 edition saw over 4000 visitors, retailers and distributors alike, 32 conferences, workshops and talks, a total of 60 exhibitors, with 50 brands represented.

As we count down to the next edition being held on April 9, 10, and 11th, actual events within Paris running from 6th to the 12th April, developments in 2025 meant that Nez took the formula it had presented so successfully in Paris and presented Grasse Perfume Week in Grasse and Paris Shanghai Perfume, 2 day event followed by their presence at Notes Shanghai in China with Shanghai Perfume Week. Certainly, the atmosphere was one of connection and discovery, the gaining of knowledge with human interactions.

Art Niche Expo- Timisoara – Romania, A new event in 2025 and a rare opportunity to explore an eastern European location and brands that have little or no exposure in the rest of the world. An initiative of Flavius Calaj, Perfumer and brand owner of several niche brands initiated the first edition in May 2025, a second will occur in 2026.

Aside from being held in a location, Timisoara, that had previously been unknown both to me and to the Perfume Fair circuit, Art Niche Expo highlighted hitherto unknown brands or smaller brands that have not yet attended either Pitti Fragranze in Florence or Esxence in Milan. It was a complete and delightful surprise to me, not only meeting and discovering new brands and collections but I was greatly impressed by the intense interest in artistic and niche perfumery from all age ranges, especially in the younger generation. They displayed a passion for both the art and the science of Perfumery in equal measure, attentive and keen to attend as many talks and presentations as possible. Art Niche Expo presented an opportunity for the exhibitors to meet with potential retailers and distribution networks in other countries, certainly this was the case for several brands at the fair, giving them a chance to expand their markets. It filled a regional gap within the sector dedicated to independent perfumery and olfactory art. I had been kindly invited as a guest and the hospitality for myself and for all the exhibitors and speakers was second to none. My impression was that there is a hunger in eastern European markets for Perfumery, both in product and knowledge. I am looking forward to the 2026 edition, great care and attention had gone into the previous edition.

Esxence – Milan, here is a giant amongst perfume fairs, this is surely one where I require advance preparation, not only physically as it is an olfactory marathon but also from the perspective of organising meetings with those brands and perfumers I wish to connect with in advance and also leaving ‘free time’ to wander and follow my nose to new discoveries, a very exciting aspect of this prestigious event in the perfumery calendar. Esxence stands as a benchmark along with Pitti Fragranze for all other perfume events, yet they are quite distinct and different.

Esxence is truly stepping into a different sphere for 4 supercharged days, it exists as one of the biggest showcases for Perfumery in the world. Expanding year after year as more brands emerge and those already launched go for larger booths, more marketing, quirky collections, all to stand out from a ballooning global market more and more saturated. It is an exceptional event which is ably managed and executed by the team at Equipe Exhibit with their years of experience. In 2025, the 15th edition, ‘Masters of Dreams’ as its theme drew 13,500 visitors over the duration of the 4 days, 400 brands exhibited from 38 different countries, it is a showcase extraordinaire. Former venues had to be discarded as capacity was reached. For the brands it is a huge opportunity to hold B2B meetings with distribution agents from all over the world and also with key retailers, this seems to be the main objective for some bigger brands opting to hold their business meetings outside the event venue in the quieter, more congenial surroundings of hotel suites and apartments. These private appointments offer discretion as often at Esxence brands are previewing yet to be released perfumes. Large distribution booths gathering together smaller individual brands that they already represent offering the brands exposure and a curated opportunity with retailers’ interest, the double-edged sword is that often the brand owner or perfumer is not there to present the perfumes, makes for a slightly less engaging experience, nothing quite like the maker presenting their product. Within the event centre itself the halls are a hive of activity from start to finish. Opportunities to meet with retailers, secure contracts, pre-launch releases of new perfumes and collections, interviews and video slots with the multitude of social media content creators present, also interviews with press representatives from around the world. All in all, this means exposure at the greatest level, getting noticed and becoming that name on everyone’s lips and wrists! At Esxence, the years trend's come into a sharper focus.

There are however less frenetic aspects to Esxence which I value greatly, time is precious here, there may not be time to pass in long conversation with your favourite brand or perfumer but in the areas designated for the smaller stands one can find new discoveries of great significance and here there is a chance to revel in the passionate artist and his or her wares, modestly displayed. More power in the perfume than in the marketing. Often there is more time with these booths to stand and discuss, to hear the inspirations, the stories and meet the people, their hope to be noticed and mentioned in numerous media reports.

Industry icons are also present, introducing raw materials, Academia del Profumo, and presenting the legacy and history of perfume – L’Osmotheque. Esxence is the cornucopia of perfume events, here there is something for all, whatever you seek shall be found and there is always that potential for showing your wares, for growth and connection with the right people. Thankfully there is always the summer break to recover olfactory rigour before September and Pitti Fragranze.

Pitti Fragranze – Florence, how could one not be entranced by the prospect of a perfume fair in Florence, a city where perfume flows in the Florentine blood and the city has been imbued with the arts for centuries. Pitti Fragranze has stood the test of time as a pillar of artistic perfumery fairs, Pitti Fragranze held its very first edition in 2002 in the Corsini Gardens, Firenze and then moved to its current location in 2009. Pitti was my first experience of a trade fair for perfumery and I was awe struck, that experience has stayed with me ever since, 2026 will be the 24th Edition, quite an achievement! Really a benchmark for perfume trade fairs. My first impressions, that sense of a family, the intimate connection, the quality of time, a warmth. None of that has changed, it is a special quality that Pitti possesses. During the 2025 edition, themed ‘Composition’, there were over 2,200 attendees and buyers with a strong interest not only from the Italian distribution networks but globally and with 420 media professionals from content creators to journalists, writers and YouTube professionals. 258 brands exhibited. Pitti Fragranze is innovative every year with its off-site events, launch parties, immersive exhibitions and conferences along with panel discussions.

Its strength lies in its intimacy and warmth, business is conducted at a different pace, here there is a balance of doing business and creating connections, there is time for it all. Brands clearly attend Pitti for that fact, that they will have the personal time to really present their collections and new releases to potential retail outlets or distribution but also to media and journalists. It is clearly an Italian focused event but as it grows steadily it is extending its reach and is a marvellous experience for all involved.

Cannes – Tax Free World Exhibition and Conference, 2025 was my third year attending and as yet I have not entered into the Palais des Congress where all the major Duty-Free brands are installed, this may change in 2026 as I will join the Fragrances of the World team in Cannes. Often the large corporates are in evidence within the walls, an opportunity for them to showcase their portfolio and also perhaps to scout for new brands they may wish to acquire. Inside the Palais is the world’s largest travel retail fair. My main reason however for going to Cannes the past 3 years was to visit and hold meetings with the growing number of artistic and niche brands installing themselves into apartments, hotel suites or boats, it is an entirely different feel to it. Cannes outside the Palais represents a quieter environment where appointments are vital, one on one conversations usually by appointments with brands. It is an atmosphere once again not only for business but for the perfume family to come together for events, launches and celebrations. Business and marketing are completed with a fair dose of Cote d’Azur panache.

My final excursion in 2025 was a premier visit to Stockholm for the 2nd edition of Polaris Olfactive, managed by Saman and his able team. I had heard great things regarding the first edition held in 2024 and so off to Sweden. Polaris is dedicated to artistic expression, here was a unique sense of a coming together with mutual interests, hunger for knowledge and exchange. Networking and connection were high on the agenda as well as supporting smaller brands and giving the Swedish and Scandinavian public access to a high-profile perfume event. Interest was high, the customers and retailers I encountered all thrilled to be there and having a great many interactions of longer-term worth. I ran a small survey during my time there and most exhibitors and consumers were there to explore each other, brands keen to get to know their customers and retailers, to connect with other perfumers and exchange knowledge and challenges. It was a very supportive event, welcoming and championing community. Various discoveries left their mark on me, both brands and people, quite a different way for a perfume fair. There were workshops available to attend also, informative and engaging. Saman and the Polaris team have a great formula for the coming years events and in 2026 are also Launching the Polaris Olfactive Awards, redefining artistic excellence in Perfumery. They have high standards for inclusion in both the expo and the awards prizing artistic expression, education, sustainability, slow perfumery and transparency. It certainly seemed to have found its place and its audience. As they say in their motto – they are ‘creating a space where community comes before commerce’. Once again as with Art Niche Expo they saw a regional need and a desire of customers and retailers within that region for an expo.

It was a busy year and 2026 is shaping up to be even busier on the perfume fair front. There are many more fairs and expos than I have listed here, in fact so many now that it would be impossible to attend them all and still have a nose intact. They all seem, from my observations and conversations, to be quite unique and to fulfil the needs of business, connection and passionate artistry, all in their own way. It is a marvellous family I find myself a member of.