New AI-powered fragrance house launches with 'groundbreaking' approach to scent creation

A new fragrance house powered by olfactory intelligence - a technology that turns data into scent, giving brands more intuitive, data-driven, and creative ways to design fragrances - has launched.

Generation by Osmo allows brands to predict and synthesise new molecules that have never been smelt before and solve problems that existing materials can’t, such as toxicity and safety to humans and the planet.

Built by a team of experts in machine learning, sensory neuroscience, data science, perfumery, and analytical chemistry, the platform allows brands to develop "cleaner, more sustainable fragrances that meet modern consumer demands while pushing creative boundaries".

It brings together exclusive ingredients, advanced formulation tools, and real-world market intelligence to create fragrances, with a mission to streamline the development process and help brands move from idea to market more efficiently while staying ahead of trends.

The fragrance house initially launches with three exclusive ingredients - Glossine, Fractaline and Quasarine - which are already being leveraged by some of the world's biggest beauty brands.

Other innovations from Generation include:

• AI-powered formulation tools that turns inspiration from texts or images into precise fragrance formulas.
• Ingredients developed with sustainability and safety in mind.
• Real-world predictive market intelligence to create fragrances that connect with consumers.
• Faster development cycles to reduce time to market without compromising quality.

Alex Wiltschko, founder and CEO of Osmo, said: "Fragrance is deeply personal, but until now, creating it has been slow, uncertain, and often out of reach.

"We developed olfactory intelligence to give brands more intuitive, data-driven, and creative ways to design fragrances. This isn’t just about making the process faster, but also smarter and more expressive to help brands create extraordinary products that resonate with consumers, comply with shifting regulations, and stand out in a crowded market."