Cette publication est également disponible en :
Français
As the fragrance world becomes ever more dynamic, with new events emerging alongside established industry gatherings, the World Perfumery Congress (WPC) continues to hold a singular place at the heart of the profession. Ahead of its 2026 edition in Monterey, we met the new president of The American Society of Perfumers (ASP) Roger Howell about the unique role WPC plays in uniting creativity, science, and business.
For those who don’t know about the WPC yet, could you remind us of its missions and objectives?
At its core, the mission of the World Perfumery Congress (WPC) is to advance and celebrate the art, science, and business of fragrance on a global stage. It’s a biennial event that brings together the entire fragrance value chain – from perfumers and ingredient suppliers to marketers, brand innovators, and academics – all with a shared passion for scent. WPC serves as a unique crossroads: it’s where creativity meets chemistry, and tradition meets technology. Our goal is to foster education, spark innovation, and create real dialogue across disciplines and geographies. Whether you’re developing next-generation sustainable ingredients, rethinking olfactive storytelling, or simply trying to understand what’s next in fragrance, WPC is where those conversations begin.
Importantly, the 2026 edition is not only hosted by, but also produced by the American Society of Perfumers (ASP), a non-profit organization founded in 1947 to support and elevate the role of the perfumer. ASP’s mission has always been to uphold the highest standards of professional ethics, creativity, and mentorship within the perfumery community. That ethos is deeply embedded into the DNA of WPC. So for those who may not know WPC yet – it’s more than just a conference. It’s a catalyst. It’s where the industry’s future takes shape, guided by those who create its very essence.
Given the increasing number of fragrance-related events – whether newcomers like the Barcelona Perfumery Congress or longstanding ones like in-cosmetic or Cosmoprof Bologna – what does WPC offer today that others don’t?
The WPC continues to offer something uniquely vital in today’s increasingly crowded landscape of fragrance-related events. While we absolutely celebrate the growth of our industry and the emergence of new forums – from Barcelona to Bologna – WPC remains the only global fragrance event that is truly created by perfumers, for perfumers.
What sets WPC apart is its singular focus on the artistry, innovation, and science of perfumery at the highest level. It’s a rare intersection of creative talent, technical expertise, and strategic insight. We bring together not only master perfumers and rising stars, but also the chemists, evaluators, marketers, and brand leaders who shape the fragrance narrative around the world.
The 2026’s edition’s conference programming is curated with depth and integrity. You’ll hear directly from the people creating the next generation of fragrance ingredients, pushing the boundaries of AI in scent creation, and preserving the cultural and historical lineage of perfumery. It’s not just an expo – it’s a platform for shaping the future of our craft.
WPC is also a critical moment of reconnection for our community. At a time when digital interactions often take precedence, WPC remains an unparalleled in-person experience – where ideas are exchanged over a blotter, and long-term collaborations are sparked by a shared passion for scent. So while we applaud the diversity of events in the fragrance world today, WPC continues to lead as the heartbeat of the global perfumery profession. In particular, SIMPPAR – organised by the SFP / Société françaises des parfumeurs -is now held every year (Paris / Grasse), whereas it used to alternate biennially withWPC. The upcoming edition in Grasse is set to take place just weeks prior to the WPC.
How do you view this shift, and how does it impact your positioning?
While many of the same supplier companies participate, the World Perfumery Congress stands apart by attracting a truly global audience of perfumers, creators, and brands. While SIMPPAR is a well-regarded exhibition intended for perfumers local to Paris/Grasse, the 2026 WPC offers a more holistic experience -pairing a robust expo with compelling conference sessions and immersive networking experiences.
The 2026 Congress is designed by perfumers for perfumers to deepen the scent-memory connection between suppliers and attendees, creating meaningful, lasting impressions that go far beyond the show floor.
Did that play a role in your decision to bring the organization of the WPC in house, rather than continuing with its historic partner, Allured – editor of Perfumers&Flavorists -, who was in charge of the WPC organization since 2012? What isyour new model?
Our decision to produce the WPC in-house was not made lightly. Allured Business Media has been an invaluable partner, and we deeply respect the legacy they’ve helped build. However, as the American Society of Perfumers continues to grow and evolve, we felt the time was right to take a more direct role in shaping the vision, content, and experience of the WPC. This move is part of a broader strategic shift within the Society to become more engagedincurating our programming – not just for WPC, but for our regional and member-driven events as well. By assuming more ownership, we aim to reflect the voice of the perfumer more clearly and ensure the event continues to inspire, educate, and unite our global community.
Our new model is one of collaboration and intentionality. While we are leading the production internally, we are building a flexible framework that allows us to work closely with a range of creative, logistical, and media partners where needed. It’s a natural evolution – one that honors the foundation laid by Allured while opening up new opportunities for innovation and inclusivity within the world of fragrance.
After Nice (2018), Miami (2022) and Geneva (2024), the WPC is headed to Monterey, California. This location has surprised many professionals in the industry. Can you explain the rationale behind this choice, and what message ASP intends to send through it?
The American Society of Perfumers board has long wanted to host the event inCalifornia and Monterey provides the perfect backdrop for the next WPC. The Monterey Conference Center serves as an intimate, environmentally-friendly and sustainably – focused venue, which will help us to deliver the highest value to all participants andelevatethe WPC experience.
Has the exhibitor profile evolved in recent years?
Absolutely. The exhibitor profile at WPC has evolved in exciting and meaningful ways in recent years. We’ve seen a broader and more diverse range of companies participating each year, spanning from small, independent fragrance houses to large multinational firms. What’s particularly encouraging is how this range reflects the full spectrum of the fragrance industry – from raw materials and cutting-edge technologies to sustainable packaging and delivery systems.
This evolution mirrors the growing complexity and interconnectedness of our field. It also highlights the importance of creating a platform where all voices – regardless of size—can contribute to the dialogue and innovation driving the future of fragrance. As organizers, we’re proud to support this inclusivity and to foster a space where new ideas and partnerships can flourish across every facet of the value chain.
Are you observing any notable changes in the presence or positioning of major fragrance houses, ingredient producers, or raw material suppliers at WPC?
During the 2022 Congress, we observed some notable shifts – both in presence and in positioning -among the major fragrance houses, ingredient producers, and raw material suppliers at WPC. What’s exciting is that these changes reflect the dynamic nature of our industry as it continues to respond to evolving consumer expectations, sustainability imperatives, and technological advancements.
We witnessed companies not only showcase their innovations, but also lean into more collaborative and educational roles – whether through thought leadership on stage, immersive booth experiences, or more transparent storytelling around ingredient sourcing and formulation. There was a strong focus on science-backed creativity and purposeful innovation, and we expect to see more of that on display during the 2026 event.
Can you share any details about the new format or programme that attendees canexpect at WPC 2026?
The Monterey Conference Center offers a more intimate setting for the WPC. There will be three different areas of exhibitors, allowing attendees to naturally flow through the space experiencing the latest debuts in fragrance ingredients, technologies, and innovations. Networking events have been thoughtfully woven into each day to ensure attendees have ample opportunities to make meaningful connections. These include casual morning meet ups, focused roundtable discussions, and lively evening receptions designed to spark conversation and collaboration across all sectors of the fragrance industry. Whether you’re reconnecting with longtime colleagues or meeting new collaborators, the event is structured to foster both spontaneous encounters and intentional networking.
To celebrate our exhibiting partners, for the first time in its storied history, theWorldPerfumery Congress is launching the WPC Exhibitor Awards—an exciting new initiative honoring excellence, creativity, and innovation in the exhibit hall. There will only be three exclusive honors (categories TBA), with more details to come as we grow closer to the event.
Will ASP introduce new thematic tracks, formats, or technologies to differentiate the next Congress?
We listened to attendee and exhibitor feedback and consolidated our conference programming while ensuring a focus on spotlighting the voices and insights of the creators. We plan to have 12 conference sessions in total – four each day of the three -day event.
We truly want this Congress to feel that it is for perfumers, by perfumers. Our goal is fore very perfumer to leave WPC feeling inspired, energized, and connected to the global creative community. To that end, we are curating sessions that delve into the latest global trends across all fragrance segments – from fine fragrance and personal care to home and functional categories. In addition, we’re planning hands-on workshops hosted by perfumers themselves, giving attendees a rare opportunity to explore creative processes, technical approaches, and sensory storytelling directly from the source.
We will be announcing a Call for Papers in late June and strongly encourage perfumers and fragrance professionals from around the world to share their ideas and expertise.
Image : The Monterey Conference Center
Comments