Highlights from Pitti Fragranze: New Perfumes and Brands to Look Into

Written by Kristina Kybartaite-Damule

From the 13th to the 15th of September, Pitti Fragranze was held in Florence, Italy. Over 200 fragrance brands showcased their products and upcoming releases.

Pitti Fragranze 2024 was an excellent opportunity to discover new perfume brands, many of which had never been seen in Europe before. Some brands were presenting at Pitti for the first time, from countries such as the USA, Turkey, Korea, and other places outside of Europe. It was hard to choose which fragrance to try first, as my curious nose wanted to sample them all at once.

While some brands at the fair were already well-known and had been on the market for years—such as BDK Parfums, Parfums Dusita, Stephane Humbert Lucas, and Kajal—others were very new. For example, the Korean brand Organ Tale launched its three-fragrance collection just three months ago.

Many new fragrances were introduced as well: Coreterno’s Night Idol, a new collection from Agatho Parfums, the long-anticipated Ultima Storia from Thomas De Monaco, Heraud from Tauer Perfumes, and a new version of the bestseller Bois Imperial Extrait from Essential Parfums, to name just a few. Antonio Alessandria also introduced a new perfume, though without a name yet. This decision was left in the hands of visitors: at his booth they were invited to vote for one of two name options.

With over 200 stands, three days simply weren’t enough to explore everything. After events like this, I’m always left with an itch in my brain, knowing I missed so much. But today’s article isn’t about what I didn’t get to experience—it’s about my favorite discoveries at Pitti Fragranze 2024.

Rito

An Italian artistic perfume brand I had never tried before. Rito “represents the authentic expression of the presence, imagination, and awareness of its two creators, who have turned their dream into reality.” At Pitti, they introduced a new fragrance, Golden Island, a Mediterranean summer dream featuring passion fruit, bergamot, lemon, Sardinian myrtle, Mediterranean flowers, and a warm, ambery vanilla base. My favorite from their six-fragrance line was Blackout—a dark, mysterious, smoky, ambery composition with undisclosed notes.

Le Persona

This brand from South Korea stood out with its memorable visuals, created in collaboration with Calicot Paris. I was handed a scented blotter as I passed their booth, and it made me stop in my tracks. The blotter was scented with LP04 Golden Gem. Listing its notes wouldn’t do it justice—the entire composition is beautifully blended into a musky, vanilla heaven. The other three perfumes in the line were equally beautiful: softly sweet, musky, and approachable yet intriguing. The brand also offers diffusers and hand creams. I loved everything, from the scent selection to the visuals. I hope they found some European partners because they’ve earned a spot on my wishlist, and shipping from Korea could be a pain.

Kintsugi Perfumes

A brand from the Czech Republic, founded in 2021, with a stunning line of perfumes inspired by Japanese culture. Their collection of nine perfumes was impressive, and my favorite was Luna—a playful, easy-to-wear composition of cotton candy, orange blossom, ambergris, tonka bean, violet, and amber. It’s a scent that stayed lingering in my mind.

Fum Par Fum – Cardamom

This brand isn’t new to me, and it couldn’t be, as we’re from the same country. However, I wasn’t familiar with their Mood Fragrances line. Each fragrance in the line focuses on a specific scent, like gin, olive, or carrot seed, and they’re incredibly photo-realistic. For example, their Tomato scent instantly transports me to a greenhouse of my grandparents. But my personal favorite was Cardamom. This spice reminds me of cozy Christmas moments and instantly lifts my mood. And here it is – the most realistic happy scent for me.

Van Dang Fragrances

This brand from the US has been around for a few years, but they’ve focused on home fragrances like candles, diffusers, and mists. At Pitti, they introduced their debut Extrait de Parfum line, and it was clear when smelling it that the founders are not new in the industry. All the scents were refined and creative, you could sense the quality. My personal favorite was Night Harvest—a dark, fruity, silky rose—but the other five in the line are also very worth trying.

Agatho Parfum – Terraviva

Italian artistic brand Agatho introduced two new collections at Pitti: Olympia and Mytho. The Olympia line leans more masculine, while Mytho feels more feminine. Terraviva from the Mytho collection was an instant favorite for me. It’s a soft, lovely blend of orange blossom, rose, jasmine, vanilla, and just a hint of oud. It’s airy and musky, just a pure beauty.

Naso di Raza

An Italian brand that instantly stole my heart. I had tried one of their fragrances before and loved it—Ravi, created by Cecile Zarokian. However, I’ve now discovered that their other fragrances are equally beautiful. While I enjoyed many of them, Cha-Ba-Da became my instant favorite with its delicious gourmand touches of almond, pistachio, tobacco, myrtle, vanilla, and tonka bean. Absolutely delicious!

Unique’e Luxury - Mashumaro マシュマロ

I’ve been familiar with the brand’s perfumes for years but had fallen behind on the latest releases. Mashuramo had been on my to-try list forever, and now that I’ve finally tried it, it was everything I hoped for. It’s marshmallowy and milky, sweet with caramel, but also has a strong smoky side—just how marshmallows baked over a fire should smell. It maintains the brand’s easily recognizable DNA, while still feeling unique. Plus, it lasts for days on clothing.

Have you visited Pitti Fragranze this year? What were your favorite discoveries?

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