About the summit

Pan-American Scent Summit

Cumbre Panamericana de los Aromas

Nov. 11 – 12 2026

Museo del Perfume MUPE, México

C. de Tacuba 12

Colonia Centro, Area 2, Cuauhtémoc

06010 Ciudad de México, CDMX

What are the unique issues facing perfume brands, institutions, suppliers, and perfumers in the Americas? How do we come together to find solutions?

The Pan-American Scent Summit is a two-day gathering for practitioners with scent, whose purpose is to explore facets of perfumery, scent culture, perfume industry, and olfactory art in the Americas.

While talks and round tables will explore many aspects of perfume culture and industry, the emphasis will be on identifying what makes the region unique, and how we can come together to promote creative, cultural and economic collaboration and expansion in Pan-American perfumery.

The Summit will result in the identification of issues facing scent practitioners in the Americas, and a structure for future regional collaborations.

Presented by | Presentado por

Museo del Perfume (MUPE), México
The Institute for Art and Olfaction (IAO), United States
Fundación Chilena del Perfume-Andes Aromas, Chile
Museo del Perfume de Buenos Aires, Argentina
MX Scent, México

Graphic Design by Diego Stehle

The Aromatic Regions of the Americas | Las regiones aromáticas de las Américas

An introduction to key aromatic raw materials from across the Americas, including lesser-known ingredients with the potential for wider use.

Moderator: Gerardo Ortega
Speakers: Claudia Alfaro (MUNA) [Online] · Diana Peralta (ParfoLab) · Andrea Francés (NOBS Naturals)

Cultural Institutions and Perfume | Las instituciones culturales y el perfume

What role does perfumery play in international dialogue? How can cultural institutions contribute? How can olfactory practices be part of international cultural exchange? Drawing on examples from international programs, the panelists will explore both the opportunities and the challenges involved in presenting and supporting olfactory work in cultural settings.

Moderator: Alejandro Soto Rodríguez
Speakers: Diana Avellaneda (Museo del Perfume de Buenos Aires) · Marcela Herbert (MUPE) · Saskia Wilson-Brown (Institute for Art and Olfaction)

A Distinctive Identity | Una identidad única

What Makes a Perfume Distinctive to the Americas? A discussion of identity and terminology. Is there a recognizable style of perfumery that is distinctive to the Americas? How might it differ from European or Asian approaches?

Moderator: Alma Rodríguez
Speakers: Andy Quiroga (Natura) · Charlotte Chambon [Online] · Ralph Nelles (Siete Machos)

Creative Approaches | Enfoques creativos

Perspectives from the Americas on Perfumery and Olfactory Art. What sets creative approaches in the Americas apart? Do perfumers in the region approach their work differently from perfumers elsewhere? If so, how? How do identities across the Americas influence their creative choices?

Moderator: Saskia Wilson-Brown+ Eduardo Alonzo
Speakers: Lula Curioca (Lula Curioca Olfactory Studio) · Manuela Pedroza (Ars Aromatica) · Alejandro Mazzola (Solo Noi) · Gerardo García (Perfumería Mahlak)

Pan-American Cultural Heritage | Patrimonio cultural panamericano

What do we have in common, and how do our cultures differ? How has scent shaped human culture across the Americas?
¿Qué tenemos en común? ¿En qué nos diferenciamos? ¿Cómo ha influido el aroma en las Américas en la cultura
humana?

Moderator: Gerardo Ortega
Speakers: Fátima Ortega (MUPE) · Diana Avellaneda (Museo del Perfume de Buenos Aires) · Salomón Murow (ParfoLab)

Perfume and the Public Sector | El perfume en el sector público

Support and Opportunities: How can the public sector help turn products into commercially viable goods?
Apoyo y áreas de oportunidad: ¿Cómo el sector público puede contribuir a la transformación de los productos en bienes comercializables?

Moderator: Eduardo Alonzo
Speakers: Juan Carlos Hurtarte (ULTRA) · Ryan Djellouli (Business France · Trade Section of the French Embassy in Mexico) · Gonzalo Julián Garduño Gutiérrez (Deputy Executive Director, COFEPRIS)

Fragrance Retail in Latin America | Retail en LATAM

Challenges and Opportunities for retail in Latin America.

Moderator: Salomón Murow
Speakers: Israel Moreno (MxScent) · Erick Freire (Nasus Gallery) · Seth Calderón (7Sense)

The Fragrance Industry Across the Americas | La industria de las fragancias

An overview of the fragrance industry across the Americas, its potential and the opportunities that are being overlooked or missed. Who is leading the industry in Latin America and North America? What more needs to be done?

Moderator: Gerardo Ortega
Speakers: Rodrigo Flores-Roux (Givaudan) [Online] · Luis García Llaguno (Iguazú) · Damien Flynn (Parfums de Nicolaï)

Saskia Wilson-Brown