Hi Beauty debuts at Pitti Uomo 109: the future of niche perfumery for men Independent fragrances from Europe and Asia enter the heart of the Fortezza da Basso, between contemporary fashion and signature scents

Florence, Fortezza da Basso. From January 13 to 16, 2026, Pitti Uomo 109 once again confirms itself as a key event for men’s fashion, but this year visitors’ keen eyes will be drawn to a novelty that smells of the future: Hi Beauty. No longer just menswear, no longer just runways and Autumn/Winter 2026-27 collections, but a sensory journey where niche perfumery takes center stage, transforming the fair experience into a multisensory story. Located on the top floor of the Central Pavilion, along the Futuro Maschile path, Hi Beauty positions itself as a bridge between fashion and beauty, between contemporary elegance and independent fragrances. A preview of what retail is already experimenting with: the boundary between fashion and beauty is becoming thinner, and Pitti Uomo translates it into an immersive and cultural space.

Hi Beauty: independent perfumery as a cultural experience

Hi Beauty hosts a selection of 12 independent brands from Europe and Asia: AMOLN, Beautiful India, Lila Franklin, Mariejeanne, Michele Marin Essenza, Olivier Durbano, Organ Tale Parfums, Pesade, Raer Scents, Saranghaeyo, Sora Dora, and The Things Past. Each tells a story; every fragrance becomes a creative act, an extension of an idea, a fine thread between identity and desire. The inspiration comes from Fragranze, Pitti Immagine’s fair dedicated to artistic perfumery and research-driven skincare, but Hi Beauty amplifies the concept by creating an immersive space where scents interact with sight, and beauty blends with contemporary menswear. Here, just like boutiques and concept stores around the world, niche beauty becomes a sensory and cultural experience.

Immersive design: DWA and the new top floor

The architectural signature of DWA – Design Studio, a Milan-based studio with experience in multidisciplinary design, transforms the Top Floor of the Central Pavilion into a narrative path. No longer simple displays, but spaces designed as artistic installations, where architecture meets the product and the creative message becomes a tangible experience. The result? A stroll through contemporary menswear and independent fragrances, a continuous dialogue between aesthetics, scent, and design, where each brand has its own rhythm and each aroma its own space.

Borntostandout: rebellion and olfactory poetry

Among the most iconic presences is Borntostandout, a Korean brand that interprets perfume as an act of rebellion and identity affirmation. Here, the purity of white porcelain meets the force of desire, creating an aesthetic and olfactory tension that tells stories, evokes emotions, and defines a new vocabulary for niche perfumery. Borntostandout is Hi Beauty’s manifesto. It reminds us that independent perfumery is not just a product, but gesture, narrative, and cultural cross-pollination. It embodies the direction in which luxury retail is moving: an experiential, multisensory, and transversal offering.le.

The future of menswear and beauty

Hi Beauty signals that men’s fashion and artistic perfumery share a future made of crossovers, experiences, and narratives. Between niche fragrances, research-driven skincare, and immersive environments, Pitti Uomo sketches the new landscape of international menswear, where every detail, from clothing to scent, tells who we are and who we want to become. A future where the boundary between fashion and fragrance narrows, where boutiques and concept stores experiment with innovative solutions, and where beauty becomes a tool of language and identity. Hi Beauty proves that independent perfumery has entered the vocabulary of men’s fashion.