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Entering the beauty world is challenging for a brand, but it is equally complex for a trade show. Yet Pitti fragranze decided to take on the challenge. Last year, it introduced Soul and skin, a dedicated area for indie beauty brands. MFF spoke with Valeria Santoni, the show's manager, who personally oversaw the project.
Why did you decide to continue Soul and Skin after its debut?
Actually, we never questioned whether to continue it. The space was created to give visibility to a segment that had always been present at Pitti fragranze but was previously mixed in with fragrance brands. The market proved us right: 13 of the 16 brands that exhibited last year had already confirmed their participation for 2026 by the end of last September's edition. The enthusiasm was so strong that we doubled both the exhibition space and the number of exhibitors, with the goal of reaching around 30 brands.
Soul and skin is not just about skincare.
