The 15th edition of Esxence - The Art Perfumery Event, an international event dedicated to artistic perfumery, was held from February 19 to 22, 2025 in Milan, Italy.
According to its organizers, this year's event was a great success: some 13,500 participants from all over the world were able to admire a line-up of 384 brands from 38 countries, and attend several events, round tables and conferences that were also open to the public. Many young people attended the event.
Edition after edition, Esxence has proved to be an important meeting place for discovering new trends in artistic perfumery. In terms of olfactory notes, exotic fruits - such as mango, pineapple, banana and maracuja - were in the spotlight.
Asian brands, particularly those from South Korea, Vietnam, China, Singapore and Japan, were increasingly present, taking participants on a fascinating journey through distant traditions and cultures.
New formats for well-known fragrances were also presented, confirming a growing trend: the search for practical, easy-to-carry formats, so you can always have your favorite fragrance with you.
Synthetic molecules, which have long suffered from a bad reputation and have sometimes been considered a taboo, are now not only fully integrated into many compositions, but are also displayed within olfactory pyramids.
Finally, the event demonstrated that the trend is consolidating in favor of a state of inner well-being and psychophysical balance, by no longer limiting oneself to wearing a single fragrance as an olfactory signature, but changing fragrances according to one's mood.
"This 15th edition was the most successful ever, points out Maurizio Cavezzali, co-founder of Esxence and CEO of Equipe Exibit, thanks not only to the content on offer, but also to the quality of the participants, all of whom were extremely well prepared and attentive to emerging trends. This year, there was a significant improvement in stand space, with a 30 % increase in demand for bare space, a clear sign of maturity on the part of brands, who have invested even more in originality and creativity in the presentation of their products. It's not just the fragrances, bottles and packaging that shine with their uniqueness, but also the entire concept and communication, which play a central role in the creative process, telling fascinating, far-flung stories, arousing deep, engaging emotions. We had the opportunity to see a greengrocer's counter, vending machines, an old-fashioned train carriage, a beautiful antique library and walls that realistically tell the story of certain brands. "
"In 18 years and 15 editions of Esxence, we have become an essential international reference point and central event, able to offer growth opportunities to brands of all nationalities. We have nurtured new markets, with motivated retailers who have subsequently given rise to structured forms of specialized distribution.says Silvio Levi, co-founder of Esxence and director of Essencional, who organized and coordinated the workshops and conferences with the Exibit team. I'm particularly proud of this edition of Esxence, which confirms the extraordinary dynamism of the market and the capacity for innovation that will shape the sector over the next decade. In addition to being a launch and business development platform, Esxence provides visitors and operators with content, analysis and information tools, facilitating knowledge between cultural institutions, opinion leaders and ensuring constant comparison, with the aim of nurturing and evolving our market."
Esxence 2025, in brief
- Some 13,500 participants
- 384 brands, divided into 107 main brands and 277 flagship brands
- 38 brand countries of origin (including some new entries: Thailand, Barbados, Lithuania and Latvia)
- 17,400 m2 of exhibition space
- 70 % of foreign exhibitors out of total number of exhibitors
- 76 % of operators out of total visitors
- 43 foreign operators from Brazil, China, South Korea, the United Arab Emirates, Japan, India, Mexico and the United States, thanks to the support of the ITA - Italian Trade Agency.
- 24 conferences and meetings hosted by some of the world's most renowned experts.
