Fragrance Shop Partners with EveryHuman Creating Algorithmic Perfumery

Introducing the UK’s first Artificial Intelligence fragrance machine. Via a partnership with EveryHuman, the Fragrance Shop has unveiled the first groundbreaking 'Algorithmic Perfumery’ experience at its flagship Oxford Street store.

The revolutionary AI-guided machine will allow users to create one-of-a-kind, completely bespoke perfumes based on information they enter via a questionnaire. Questions range from the personal to fragrance specific – ‘Are you a realist or a dreamer? Is your style more business, hipster or sporty? How do you like to spend your spare time?’ This information feeds into a data system made up of 46 scent building blocks; a combination of natural and synthetic molecules, which then generates a corresponding unique scent profile. Users can view the various ingredients inside each formula and then decide if they’d like to purchase the products (priced at £45 for 3x 5ml). If they’d like to go ahead, the machine creates three of their very own personalised perfumes in real time on-site, in just over a minute.

Frederik Duerinck, artist-technologist and founder, and Anahita Mekanik, scent-designer and co-founder of EveryHuman, said of the partnership: ‘We are really excited to finally share this technology with a community of scent lovers. It is the first time the experience of becoming fully engaged in the creative process of scent will be made available to a larger audience. And for us, The Fragrance Shop was the perfect partner to introduce this in the UK and the industry. We respect their passion for scent and their commitment to providing the best service and education to their community. And we also share the same independent entrepreneurial spirit which definitely guided our choice to partner with The Fragrance Shop’.

Sanjay Vadera MBE, CEO of The Fragrance Shop, said: “Innovation and disruption are areas of business I’m really passionate about. As soon as I discovered Every Human, I was determined to bring it to the UK Market. I’m confident that this is just the beginning of a successful partnership together.”

Customers of The Fragrance Shop can experience this revolutionary machine firsthand at their Oxford Street store, where three personalised 5ml fragrances are available for £45.