A new era in fragrance discovery has arrived in London. SCENTMATIC Inc., a leader in scent digitalization, has launched its innovative AI system, KAORIUM, at the THAMEEN Fragrance “Florentine Diamond” event in Selfridges, one of the world’s most iconic luxury retailers. This collaboration highlights the fusion of advanced technology and luxury, offering fragrance enthusiasts an immersive, personalized scent experience. The event attracted fragrance connoisseurs, tech innovators, and curious shoppers eager to explore the future of scent.
A Breakthrough for Fragrance Retail
From June 5 to 11, 2025, Selfridges’ beauty hall hosted the debut of KAORIUM, allowing UK and European consumers to experience this AI-driven scent technology for the first time. The launch comes at a pivotal moment, as the UK fragrance market continues to grow and shoppers demand more personalized, immersive experiences.
Strategic Expansion and Local Leadership
SCENTMATIC’s international ambitions are clear. In May 2024, the company established its UK…
subsidiary, KAORIUM, in London, appointing industry veteran Ben Yanoushek as CEO. Official operations began in February 2025, supported by the launch of KAORIUM’s new website.
The brand’s mission: “an immersive experience, in which algorithm interprets instinct, information blossoms, and a signature scent is found.” This strategic expansion demonstrates SCENTMATIC’s commitment to innovation, global reach, and delivering unique digital fragrance experiences to a wider audience across Europe and beyond.
THAMEEN Collaboration: A Perfect Match The partnership with THAMEEN Fragrance was a natural fit. THAMEEN, known for its luxurious Extrait de Parfums inspired by rare jewels, chose KAORIUM to help launch its new Florentine Diamond scent.
The fragrance blends notes of Mandarin, Cocoa, Tuberose, Sugar Cane, Barley, Vanilla, Oak Chips, and Oud, creating a sophisticated, multi-layered experience. At the event, visitors and influencers explored the new scent and engaged with KAORIUM’s interactive AI, which translates scent impressions into words and vice versa…
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