There’s a reimagined way to shop for fragrance, now available at the Thameem counter at Selfridges. Users select words that resonate with them while testing scent and then Kaorium, a high tech diagnostic tool powered by AI can recommend fragrances that align with their emotional response and sensory preferences. Check it out on your next trip to London.

A very interesting opinion piece that warns us of the power of AI. When the creative elements are left to automation, are we losing the arts of craftsmanship and design? Is AI enabling fast fragrance that will be forgettable? Will fragrances be created as easily as content is generated? A thought provoking read.

Essencional scans the press for news of interest to the niche perfume community. Here is a recently opened boutique in London that has created the feeling of a curated salon with an eclectic mix of local and international artisan fragrance brands. It’s a place to linger, to discover and to revel in the universe of scent.

The latest IRL trend for fragrance lovers in the US is taking the form of perfume swap parties. Place you unloved scent on the table and go home with something new. The parties have gained traction through TikTok and are often hosted by perfume podcast hosts. Will the trend cross the Atlantic soon?

It’s no secret that the Middle East is a region with deep rooted fragrance rituals. Recently dsm-Firmenich collaborated on a multi-sensorial exhibit which traveled to several cities in the zone. By pairing artwork with bespoke fragrances, the immersive experience celebrated the rich cultural heritage of the region while highlighting the important role fragrance plays in daily life.

Gen Alpha may be entering the world of fragrance through TikTok videos but they are embracing fragrance for themselves through lighter, budget friendly body mists, a hot trend called out in this week’s editorial. How to market to an audience who is just learning about notes? Cool, colorful packaging and communication that entertains and educates. Read more here.

Turkish brand Nishane entered the market ten years ago with three distinct collections and was instantly embraced by the international niche community. Now with an eye to expanding their presence in the US, the founders reflect back on their journey to success.