Initio Parfums Privés to open first UK boutique in London

Initio Parfums Privés will open its first London boutique in Covent Garden on 2 April, marking the brand’s second standalone store globally.

As part of this, the boutique will introduce visitors to its “Feel Lab Experience”, a headset-based system designed to assess individual responses to fragrance.

Using Electroencephalography (EEG), the technology monitors electrical patterns in the brain - including alpha, beta, delta, theta, and gamma waves - to analyse cognitive and emotional reactions.

This data is then used to indicate which scents may align most closely with a user’s unconscious preferences, with responses displayed in real time.

Founded in 2015, Initio focuses on the interaction between scent and neurological processes, developing fragrances intended to influence mood through specific compositions.