Italian artistic perfumery is flying to the USA, exports worth 584 million

(by Gina Di Meo) The creation of a dream through a fragrance. It is the premise that makes Italian artistic perfumery fly in the United States and as emerged from the success of the second edition of Esxence in New York (the most important international fair dedicated to artistic and niche perfumery).

With an event that took place on the 102nd floor of the observatory of the One World Trade Center called 'Aura' and organized by Ice, the agency for the promotion abroad and the internationalization of Italian companies, in collaboration with the fair itself, 30 brands, including established names and new voices of independent perfumery, drew a real olfactory map of Italy, where Mediterranean landscapes, historic cities and regional traditions were intertwined with ingredients badges, creativity, technology.

"We decided to repeat Aura in the USA - said Erica Di Giovancarlo, commissioner of Italian Foreign Trade and executive director of the US network - because niche perfumery is a booming market and last year it was a success on both the Italian and American sides.

On the Italian side we have had a boom in membership, this year we are presenting 30 companies, a dozen more, therefore, and they are all small companies, very particular productions and which have met with favor and success here. Exports to the USA in 2025 were 584 million dollars and represent 18% of total demand."

In general, Italian fragrance exports reached approximately 3.1 billion dollars in 2025, recording an 11% growth compared to the previous year. The director also underlines that niche Italian fragrances have an edge because they are the expression of the creativity of each Italian region.

"The craftsmanship of these small companies is always exalted - he continues - and behind every fragrance there is a story, every product is told. Story telling is very popular in the USA, in addition to appreciating the fragrance, you appreciate the story behind it, you create emotion, you create a dream".

"This year there are more structured companies than the first edition, they are not just start-ups - said Maurizio Cavezzali, co-founder of Esxence and CEO of Equipe Exibit -. In the world there has been a general fever for this event and for niche perfumery, Italian production, together with French production, is the most important market in the world.

This is an affordable luxury that doesn't cost thousands of dollars and we are also working to be more present in airports around the world. The beauty sector has also surpassed the fashion sector and the new generations want bespoke, tailor-made perfumes."

Aura opened with a talk entitled, 'From Atelier to Aisle: Taking Italian Craft to the American Consumer', moderated by Marisa Auciello (Gtm specialist, Europerfumes) and featuring Jacqueline Flam (industry analyst, NielsenIQ) and Brandon Montgomery (perfume expert and consultant).