Selfridges ushers in the future of fragrance with AI perfume matchmaker

Selfridges has just unveiled one of the most innovative beauty experiences on the high street - an AI-powered fragrance discovery tool that doesn't just help you pick a perfume, it translates your emotions into scent.

Following a successful pop-up from 5-11 June, Kaorium, the Japanese tech-meets-fragrance innovation, is now a permanent feature at the Thameen London counter in Selfridges' Oxford Street store. The tool offers a reimagined way to shop for fragrance.

First developed by Toshiharu Kurisu in 2019, Kaorium uses artificial intelligence to translate scent into language. It draws on vast amounts of online data, from bloggers to journalists and fragrance experts, to guide users through an emotion and memory led journey through scent.

Visitors interact with the system by selecting words that resonate with them as they test different perfumes and Kaorium uses these cues to recommend new fragrances that align with their emotional response and sensory preferences.

The tool removes traditional distractions like packaging or marketing, allowing users to engage with fragrance on a deeper, more intuitive level.

Ben Janousek, CEO of Kaorium, said: "We’re thrilled that Kaorium’s UK debut was a huge success, especially in collaboration with a visionary brand like Thameen London and the iconic Selfridges. This solidified partnership marks a powerful moment where technology, storytelling, and fragrance come together to create a truly immersive experience."

Kaorium's Selfridges debut is part of a broader push by Thameen London, a niche English fragrance brand known for combining eastern opulence with western sophistication, to elevate in-store experiences.

Joanne Hart, Sales Director Thameen London, added : "We’re incredibly excited to welcome Kaorium permanently to London within Selfridges. At Thameen London, we’re always looking for new ways to deepen the connection between our fragrances and our customers, and Kaorium’s innovative technology offers a beautiful, intuitive way to explore scent through language and emotion. It’s a perfect synergy of artistry and innovation."