Held June 26–29, 2026 at Fort Mason Center in San Francisco, the inaugural edition of ScentFest SF exceeded expectations.
With more than 4,000 visitors attending, significantly surpassing the original projection of 2,500, and more than 100 highly curated artistic niche fragrance brands participating, the event demonstrated that there is a strong appetite in the United States for a focused platform dedicated to independent and creative perfumery.
Responding to a real market need
Sebastian Jara, the mind behind the event, better known as The Perfume Guy, recognized that the American West Coast fragrance community needed a highly curated platform where niche perfume brands, professionals, creators, and passionate consumers could connect.
Rather than attempting to replicate traditional European trade show models, ScentFest SF created a new format aimed to meet the needs of the evolving fragrance landscape in North America — one centered on education, discovery, storytelling, and direct relationships between brands and perfume lovers.
Location, location, location
The choice of Fort Mason Center was more than a logistical decision; it became part of the event’s identity.
With spectacular views of the Golden Gate Bridge, the historic waterfront setting reflected the spirit of San Francisco itself: creative, independent, urban, and open to exploration. The location connected artistic perfumery with a city long associated with innovation and cultural discovery.
A hybrid format designed for today’s fragrance market
One of ScentFest SF’s greatest strengths was its carefully structured format, creating value for both professionals and consumers.
Mornings were dedicated to VIP and B2B visitors, providing brands with opportunities for focused presentations, meetings, and meaningful conversations with retailers, media, distributors, and industry professionals. Afternoons opened the doors to fragrance enthusiasts eager to discover — and purchase — new creations directly from brands.
According to the organizers, the result was a true win-win model: brands gained visibility, valuable industry connections, and sales opportunities, while consumers enjoyed unprecedented access to founders, perfumers, and the stories behind the fragrances.
Industry support
The success of ScentFest SF was reinforced by broad support from across the fragrance ecosystem, including sponsors, retailers, brand partners, and industry organizations.
Rather than relying on a single dominant trade show sponsor model, ScentFest SF benefited from the alignment of the wider global niche fragrance community.
Key sponsors included Kintessence as "Diamond" Sponsor; Kayali as "Platinum+" Sponsor; and LuckyScent, Granado Brazil, and Jovoy Paris/Jeroboam as "Gold" Sponsors. Together with the participation of distributors, agents, retailers, cultural institutions, and international industry figures, their support demonstrated that ScentFest SF had evolved beyond a typical consumer fragrance festival into an important meeting point for the wider artistic perfumery community.
The involvement of influential niche fragrance retailers such as ZGO Perfumery, LuckyScent/ScentBar, and Jovoy Paris helped connect brands with both passionate consumers and professional buyers, while cultural institutions such as L’Osmothèque added depth and historical perspective to the event.
In parallel, a dynamic program of panel discussions addressed key topics affecting the future of artistic perfumery, while the presence of international fragrance event organizers reflected the global industry’s interest in this emerging platform.
Representatives from leading European fragrance events — including Romain Raimbault, Director of Events at Nez, and Mathieu Chévara, Development Manager at Nez, as well as Maurizio Cavezzali, co-founder of Esxence, The Art Perfumery Event — attended ScentFest SF, reinforcing the event’s growing recognition within the international fragrance calendar.
Beyond the formal programming, networking events and informal gatherings reinforced one of the fragrance industry’s greatest strengths: personal connection.
Looking ahead
The success of the first edition suggests that ScentFest SF has established a strong foundation for the future. Sebastian Jara has already indicated that plans for the second edition are underway, with a possible return in late June 2027.
If the first edition is any indication, ScentFest SF is well positioned to become a significant annual meeting point for the global artistic fragrance community — bringing together brands, professionals, creators, and consumers in a uniquely San Francisco setting.
