The Cosmoprof and Esxence tradeshows are joining forces with the Musée International de la Parfumerie (MIP) in Grasse to showcase the creativity and rising influence of contemporary Asian perfumery. The initiative marks the first collaboration between the two international leading beauty events and the prestigious French perfume museum, reinforcing Asia’s growing role in the global fragrance industry.
Opening on 26 September 2026 and the dedicated gallery will remain on display until January 2027. 26 selected fragrance brands will participate in the exhibition, with the final selection to be unveiled in the coming days.
A bridge between heritage and today’s brands
Powered by Cosmoprof and Esxence, and developed in collaboration with the MIP and creative agency Centdegrés China, the project is designed to connect Asia’s rich olfactory heritage with a new generation of fragrance creators reshaping the region’s international identity.
Rather than functioning as a traditional exhibition, the gallery will serve as an international showcase for carefully curated Asian fragrance brands distinguished by their creative approach, distinctive identities and evolving vision of contemporary perfumery.
The initiative also complements the museum’s major 2026-2027 exhibition on the history of perfume in Asia, creating a dialogue between historical traditions and today’s independent fragrance movement.
Strengthening Asia’s international visibility
For participating brands, the exhibition offers rare visibility within one of the world’s most respected perfume institutions, located in Grasse, the historic capital of perfumery.
The project also reflects broader strategic ambitions for both Cosmoprof and Esxence.
For Cosmoprof, the initiative reinforces its position as a global connector across beauty markets while underlining the growing importance of fragrance across its global portfolio. The group sees the initiative as a way to foster new opportunities and strengthen cross-market connections between brands and the international beauty community.
For Esxence, which has built its reputation around artistic perfumery, the partnership extends its mission beyond trade events by bringing contemporary Asian fragrance into an institutional and cultural setting.
A growing spotlight on Asian perfumery
The exhibition comes as Asian fragrance brands are gaining increasing recognition well beyond their domestic markets, driven by distinctive creative identities, local storytelling and renewed interest in regional olfactory traditions.
“The fragrance sector is experiencing strong growth globally, but what we are witnessing across Asia is particularly remarkable. The region is not only becoming an increasingly important market for fragrance consumption, but also a vibrant hub of creativity, with a new generation of brands and creators developing their own olfactory language and identity. Through the Cosmoprof international network and our presence in key beauty markets worldwide, we have a privileged perspective on this evolution and on the growing influence of Asian brands and creativity on the global fragrance landscape,” Enrico Zannini, General Manager of BolognaFiere Cosmoprof, told Premium Beauty News.
“As one of the main trade shows dedicated to artistic perfumery, Esxence has the ability to identify and attract emerging and promising niche fragrance brands from around the world. This collaboration with MIP in Grasse and Centdegrés China offers a unique opportunity to explore contemporary Asian perfumery from a cultural perspective, bringing its new creative expressions into dialogue with the region’s rich olfactory heritage and giving them visibility in Grasse, the historic heart of perfumery,” added Maurizio Cavezzali, CEO and co-founder of Esxence.
By bringing this exclusive selection of Asian brands to Grasse, Cosmoprof, Esxence and the MIP are positioning contemporary Asian perfumery not only as an emerging commercial force, but also as a cultural movement worthy of recognition alongside the industry’s established heritage.
