How AI and brain science are helping perfumiers create fragrances

Beauty brands are looking to neuroscent research and technology to sniff out the factors that lure buyers

Making perfume is an art that can be traced back to ancient Greece but now modern-day perfumiers are beginning to look beyond their noses to develop the scents most likely to appeal to us. They are, instead, turning to AI.

Perfumes can now be designed to trigger emotional responses using ingredients known as neuroscents - odours shown by biometric measures to arouse different positive feelings such as calm, euphoria or sleepiness.