Following its inaugural edition in 2025, the second edition of AURA took place at Aspire at One World Observatory in New York on October 22, 2026.

Organized by Esxence - The Art Perfumery Event in partnership with the Italian Trade Agency (ITA), the invitation-only event brought together 30 Italian artistic perfumery brands to showcase their creations to US buyers, distributors, and media professionals.

The selection, ranges from established names to new voices in independent perfumery, included Acqua di Giulietta, In Astra, Ozmé, Giardini di Toscana, Accendis, L’Eau Maliz, WA:IT, Acqua di Sardegna Shardana Collection, Malva 1979, Carthusia I Profumi Di Capri, Nobile 1942, Agarthi, Farmacia SS Annunziata 1561, Les Folies Du Parfum, Jusbox Perfumes, Coreterno, Zavyla, Acqua dell’Elba, Parco1923, Xerjoff, Casamorati, Acqua di Portofino, Sikelia Parfums, Gianluca Gariboldi, Rito – Italian Artistic Perfumes, Lila Franklin, Ischia Ritual, Abaton, Rocco D’Orazio, Devertere.

A gateway to the US fragrance market

Designed as an annual platform and market observatory dedicated to contemporary Italian artistic perfumery, AURA targets US buyers, distributors, retailers, journalists and content creators, with a program combining brand discovery, industry discussions and networking. The initiative also seeks to help Italian fragrance houses strengthen their presence in the United States, which Erica Di Giovancarlo, Italian Trade Commissioner and executive director of the ITA’s US network, described as Italy’s leading fragrance market.

The program opened with a discussion entitled From Atelier to Aisle: Taking Italian Craft to the American Consumer. Hosted by Marisa Auciello, GTM Specialist at Europerfumes, the session featured Jacqueline Flam, Industry Analyst at NielsenIQ, and fragrance consultant Brandon Montgomery. The discussion addressed trends in artisanal fragrance, the profile of today’s luxury consumer and the value of the Made in Italy designation. It also examined fragrance discovery and purchasing, from in-store experiences to social media, and the balance between digital storytelling and physical retail. The aim was to identify key considerations for Italian brands seeking to enter or expand in the US market.

A multisensory approach to perfumery

Beyond the business program, AURA featured Scent in Bloom, an immersive sensory installation presented by Esxence in partnership with the Italian Perfumery Institute. Combining perfumery and Italian literature, the installation translated six imagined landscapes into olfactory experiences inspired by nature and storytelling.

The event also incorporated a live performance by dancers from the Joffrey Ballet School, individually scented with selected fragrances.