Artistic perfumery is worth 450 million euros in Italy and continues to grow

The artistic perfumery market continues to march, a niche that in the last three years has shown itself to be solid in the face of the difficult economic situation, confirming its anti-cyclical characteristic. This is certified by the Observatory set up by the Fragranze exhibition on artistic perfumery, organised by Pitti Immagine and underway at the Stazione Leopolda in Florence (230 brands are exhibiting, 75% of them foreign) until 14 September.

"The desire for beauty and personal distinction represents a safe haven during periods of economic uncertainty," explains economist Marco Ricchetti, who conducted an analysis of the sector's evolution in recent years for the Observatory, interviewing 46 brands and distributors present at the Florentine show and analysing the balance sheets of a hundred or so brands from eight European countries (with an aggregate turnover of more than €1.2 billion).

In 2025, 40 per cent of the respondents report strong revenue growth, 26 per cent moderate growth and only 5 per cent indicate a decline in sales. The year 2025 follows two bright years, with revenues growing by an average of 10% in 2023 and 10.6% in 2024 - based on the analysis of the international sample. The forecasts for next year are even more encouraging: 53% of the respondents expect strong growth in 2026 and 33% moderate growth. None expect contractions.

On profitability it is more difficult to make calculations (they are distorted by the results of some big brands), although the Observatory indicates an average pre-tax profit close to 9% and considers it satisfactory.

The fact that the artistic perfumery sector is made up of heterogeneous companies - investors, global fashion and cosmetics brands, investment funds, small and medium-sized brands preserving their artisanal identity - makes analysis more difficult.