The Smell Report
What is changing in fragrance, smell and the senses, and why it matters.
The Smell Report tracks the signals shaping fragrance now and what may come next, from consumer behavior and social platforms like PerfumeTok to personalization, olfactory science, AI and new scent technologies.
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What The Smell Report Covers
Six lenses on the same shift.
Fragrance & culture
Emerging behaviors and shifts in how people discover and wear scent, surfaced through social platforms like PerfumeTok.
Consumer behavior
Fragrance wardrobes, layering, changing preferences and new ways people make scent personal.
Personalization
From layering and bottle customization to custom blending, AI-assisted creation and new retail experiences.
Science & technology
Olfactory science, AI, digital olfaction, new molecules, biotechnology and emerging scent technologies.
Products & experiences
New fragrance formats, wearables, delivery systems, retail concepts and sensory experiences.
Business & innovation
What these changes could mean for fragrance brands, founders, retailers and the wider category.
Recent Signals
A few of the shifts I am watching now.
Personalization is already here
Layering, custom blending, packaging customization and AI-assisted creation are giving consumers more ways to shape fragrance themselves.
What happens when machines can smell?
Digital olfaction is beginning to give machines the ability to detect and interpret volatile molecules.
Social and cultural signals
What people are wearing, layering, describing and sharing on PerfumeTok can reveal emerging behaviors before they become mainstream.
About
Written by Olivia Jezler
Olivia Jezler is the founder of Future of Smell, an independent fragrance strategy and innovation consultancy exploring how scent is created, experienced and brought to market.
Her work and commentary have appeared in Forbes, Vogue, The Guardian, BBC, The Wall Street Journal, Marie Claire, Dwell and WGSN.
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Explore speaking and presentations →The Smell Report tracks fragrance trends, consumer behavior, perfume personalization, olfactory science, digital olfaction and AI in fragrance, and what these signals mean for the future of fragrance innovation. Written by Olivia Jezler, founder of Future of Smell.