At the Top Floor of the Central Pavilion, within the Futuro Maschile section, Hi Beauty returns: the exclusive space dedicated to the world of avant-garde fragrances and the most innovative skincare. 
Born from the longstanding expertise of Pitti Fragranze, the area presents a carefully curated selection of independent labels representing the global new wave of fragrance and cosmetics, from Europe to Asia. A selection of research-driven brands operating at the intersection of fragrance and beauty, well-being and new luxury, reflecting a synergy increasingly sought after by the world's most influential concept stores and retailers.