London Gets First Glimps of AI Designed Luxury Perfumes

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.

How KAORIUM Works

KAORIUM’s AI bridges the gap between language and scent. When a perfume bottle is placed on its digital coaster, descriptive words appear on a touchscreen. Users can select words that reflect their impressions, or tap words to discover matching scents. This interactive process supports shoppers in articulating their preferences and discovering new fragrances with greater confidence. According to the company, this approach is designed to make fragrance discovery more intuitive and engaging, helping people explore and connect with scents in a new way.

Proven Results and Industry Recognition

KAORIUM’s impact is already clear in Japan, where it has tripled purchase rates in fragrance stores and is used in over 400 locations. Its versatility extends to food and beverage, with a sake sommelier version boosting sales in Japanese liquor stores and restaurants. The technology’s rapid adoption has inspired industry leaders to explore new applications, including collaborations with global luxury brands and experiential retail concepts.

The system also earned praise at the London Design Festival and was named a top ten innovative product of 2023 by STIR World. Its simple, sensory-focused interface won a 2024 Good Design Award for blending AI and RFID technology.

The Future of Fragrance Discovery

KAORIUM’s debut at Selfridges highlights a shift in fragrance retail, where advanced technology works alongside human expertise to enhance the shopping experience. The company’s mission focuses on creating immersive, personalized journeys for consumers, using AI to help individuals articulate their scent preferences and discover new fragrances with confidence.

As the fragrance industry evolves, KAORIUM aims to empower shoppers, support retailers, and encourage more thoughtful purchasing decisions. Its adaptable technology offers potential benefits in various sectors, including education, dining, and healthcare, reflecting its growing relevance and versatility in today’s market.

Looking Ahead

With its expansion into the UK and Europe, SCENTMATIC is poised to redefine how people experience scent worldwide. The successful Selfridges launch shows that AI-driven personalization is not just the future of fragrance; it’s happening now. KAORIUM’s journey is just beginning, but its impact on the way we discover, describe, and enjoy scent is already profound.