On October 30, 2025, Dr. John Zanies announced the launch of SIX7, a new fragrance house built at the intersection of neuroscience, molecular biology and high art. The house hopes to create “chemical identity codes” to activate memory and trigger attraction, according to the company’s press release.
“Fragrance is not just a cosmetic,” said Dr. Zannis. “It’s an access code to memory and behavior — a molecular interface between the self and the world.”
According to the house’s press release, SIX7 designs its formulas using a proprietary process that combines olfactory neuroscience, psychophysiology and memory engineering. The house’s debut line of scent-based compounds are categorized by their bio effect, such as increasing attraction, enhancing focus, unlocking emotional memories or amplifying individual personality.
“We design for outcome, not just aroma,” Zannis explained. “Scent is just the surface. The real story is happening in the brain.”
SIX7 worked with a combined team of neuroscientists, chemists and sensory designers to develop its compounds, called “codes.” The company claims its formulas have been tested in controlled environments using fMRI, biometric tracking, and AI-driven emotional analytics.
Collection Highlights
CODE MEMORY LOCK: Anchors emotional memory
CODE ATTRACTION BIAS: Heightens interpersonal magnetism
CODE SYMPATHETIC DRIVE: Sharpens mental focus and heightens physical readiness
CODE REWARD CIRCUIT: Triggers indulgence, craving, satisfaction through reward system activation
