Did you know your new favourite fragrance might be made by AI?
At a recent event celebrating the 30th anniversary of The Fragrance Shop, I found myself exploring the intersection of technology and luxury at an unexpected venue. The event was held in a vast, industrial-style warehouse, where some of the most iconic fragrance brands showcased their latest creations. Among the minimalist concrete surroundings, the Moschino stand glistened like a beacon. Their display featured the newest addition to their Toy fragrance line—Toy 2 Pearl—an ethereal scent inspired by Tahitian mother of pearl. The bottle, finished in iridescent onyx lacquer, radiated a mermaid-like allure that drew me in instantly. What truly caught me off guard, though, was learning that this fragrance was crafted using AI. The notion that AI could be involved in the creation of a scent left me utterly flabbergasted.
Toy 2 Pearl was born from a cutting-edge approach known as the science of wellness, which leverages AI to analyse brain activity linked to emotional and cognitive states. This data is then used to meticulously select ingredients, resulting in a fragrance that is not only appealing but also neurologically attuned to the wearer’s emotions. The mastermind behind this innovation, Domitille Michalon-Berter, has created a scent that embodies luminous joyfulness and youthful energy - a fragrance that resonates on a deeper, more emotive level.
Intrigued by this high-tech process, I wandered further into the event space, only to be confronted by a lengthy queue that snaked towards an for a Frankenstein concoction featuring over 48 upside-down bottles, a tiny conveyor belt, and small containers. Scanning the QR code placed at the front, I discovered EveryHuman, a brand that takes personalisation to the next level with what they call "Algorithmic Perfumery." The journey begins with a 30-question quiz designed to delve into your personality traits and preferences, from your favourite activities to the colour that best represents you, and even your approach to answering the quiz itself—whether you're being honest, playing a character, or channelling your alter ego.
The process is a masterclass in customisation. You control the fragrance’s sweetness, floral notes, woodiness, and more on a sliding scale. The system even lets you decide how modern or classic, simple or complex, and masculine or feminine you want your scent to be. This is where the machine works its magic. The platform, equipped with over 48 glass vials containing individual notes like “pepper,” “sandalwood,” “metallic,” and “black musk,” generates a code based on your quiz responses. This code instructs the machine at the scent station to blend your perfect fragrance, down to the precise notes and percentages.
I must admit, watching the little handles and bottles move in harmony to create my ideal scent was mesmerizing. The 2010s were marked by a surge in personalisation, but the 2020s have elevated this concept. We’ve gone from customising labels and bottles to co-creating entirely new fragrances with AI. After a 15-20 minute wait, I received a sleek box containing three 5ml perfumes, retailing at £45, a price that reflects the exclusivity of this experience, usually only available at The Fragrance Shop’s flagship store on Oxford Street.
As I sampled the scents, I was struck by their distinctiveness. The first was delightful, but the others didn’t quite hit the mark. Perhaps it was my answers to the quiz that led to a mix that wasn’t entirely to my taste. The third fragrance, for example, featured oud - a favourite of mine - but in combination with black musk, patchouli, and resin, it became overwhelmingly intense. It was a reminder that even with AI, fragrance creation remains as much an art as a science.
Yet, the experience wasn’t without its perks. The brand offers the opportunity to tweak your fragrance, and after providing feedback, I was offered a complimentary Zoom session with a fragrance coach to refine my blend. While the initial £45 price tag for the three-sample set might seem steep, it’s worth noting that once you’ve found your perfect scent, purchasing a full bottle costs only £12.
In conclusion, if you’re seeking a truly unique fragrance and are intrigued by the idea of collaborating with AI to create something bespoke, this experience is well worth trying. While the in-person quiz and fragrance creation are currently exclusive to the Oxford Street store, the good news is that the service is also available online, making it accessible to fragrance enthusiasts everywhere.
