In April, the press conference presenting Esxence, The Art Perfumery Event, the leading global event for artistic perfumery, was held in Milan at Palazzo Citterio in the heart of Brera. Now in its sixteenth edition, the event will run from June 3 to 6, 2026, at Allianz MiCo Milano Convention Centre Gate 6 – Viale Scarampo, CityLife District. Numerous journalists and media outlets attended, including international ones. Esxence (www.esxence.com) strengthens its role as a talent incubator by presenting 108 brands participating for the first time on the international stage. The exhibition path is enriched with a series of shows designed to highlight the cultural vocation of the event. Among the featured artists are sculptor Roberto Vallini, presenting wooden works paired with fragrances developed alongside the Italian Perfumery Institute, and type artist Stefano Epis with an XXL installation dedicated to women and their relationship with fragrance. The Xuelei Fragrance Museum—the largest perfume museum in the world—guides visitors through videos, informational materials, and firsthand stories. We asked Maurizio Cavezzali, co-founder of Esxence and CEO of Equipe Exibit, for his view on this intriguing market where smell takes center stage. He reveals: “China will not be the only new frontier of artistic perfumery, I’m also betting heavily on the United States.”
Dr. Cavezzali, what’s new in the 2026 edition?
The 2026 edition will take place in an expanded exhibition space, with over 3,000 additional square meters compared to last year, totaling around 20,000 square meters. There will also be an increasingly international presence of exhibitors, with both established and emerging countries represented, including Saudi Arabia, Australia, Austria, Bangladesh, Barbados, China, Colombia, South Korea, Croatia, the United Arab Emirates, France, Germany, Japan, Greece, India, Italy, Kazakhstan, Kuwait, Lithuania, Morocco, Norway, the Netherlands, Oman, Poland, Portugal, Monaco, Qatar, the Czech Republic, Senegal, Singapore, Spain, Sweden, Switzerland, Thailand, Turkey, Ukraine, the UK, Hungary, and the USA. Another new feature is a bookstore created in collaboration with Fashion Room, offering visitors a curated selection of titles dedicated to perfumery and beauty.
During the press conference, you said the concept of this edition stems from a reflection: “How often does the world speak to us without us truly listening?” Is communication the main theme?
The senses are the most human way of inhabiting reality, and together they create the fullness of being present. Among them, smell is the deepest: it acts before thought, reaches who we are at our core, and brings it back to life. The sun of a first spring-like day, a carefree childhood afternoon, the gentle rain of an autumn day—without their scent, these and many other memories would be nothing more than faded images. Thanks to smell, however, they return with their original warmth and emotion. Perfume is not just a mood—it is a way of communicating, a way of living.
Which markets should we bet on? Which countries will see the greatest expansion?
When discussing sector growth, we immediately think of China. In reality, beyond China—highly attentive to home fragrances and still attracted to fashion accessories—I believe the new frontier will be the United States, a mature and promising market. Since the early days of niche perfumery, much has changed. Today it is a global phenomenon, and the number of events has grown, alongside both established and new initiatives, requiring brands and professionals to make strategic choices. In this landscape, Esxence has begun exploring new markets, bringing a selection of Italian brands to New York last October as part of an initiative by ICE Agenzia, and launching the Explorers by Esxence format in Hong Kong last November within Cosmoprof Asia. This year, thanks to a strategic partnership with BolognaFiere Cosmoprof, further initiatives will be developed in the American and Asian markets.
Any figures?
Esxence has promoted and supported the global development of artistic perfumery with the goal of reaching around 2% of the global beauty market—a target already exceeded in some countries, particularly Italy, thanks to its unique distribution system. Since this sector is largely based on alcohol-based perfumery, its impact often exceeds 10%. In Italy, it represents an estimated turnover of €400 million, over 3.5% of the beauty business, and 33% of the fine fragrance sector.
Do you offer training? Is it an important field, especially for young people?
We strongly believe that education is essential. Four years ago, we contributed to founding the Italian Perfumery Institute, a training center created in Italy for future professionals in perfumery and beauty, with the aim of inspiring and engaging new generations. At Esxence 2026, the Institute will have a dedicated space to showcase its programs and initiatives. On Saturday, June 6, an open day will be held to explore its teaching methods and activities focused on the culture of fragrance.
I remain convinced that smell is the sense of communication—an universe closely connected to the worlds of culture and art. Deluxu.it Magazine Copyright