The Perfumer & Flavorist+ team looked over the analytics from the last month to determine the most popular fragrance articles. Below are the top five from March!
1. Osmo Launches AI-Powered Fragrance House, Generation
On March 5, 2025, Osmo announced the launch of Generation, a fragrance house powered by the company’s olfactory intelligence (OI) to turn data into scent. Generation brings together advanced formulation tools, market intelligence, and exclusive ingredients to allow its customers to create fragrances faster and with more precision.
“Fragrance is deeply personal, but until now, creating it has been slow, uncertain and often out of reach,” said founder and chief executive officer Alex Wiltschko. “We developed olfactory intelligence to give brands more intuitive, data-driven and creative ways to design fragrances. This isn’t just about making the process faster, but also smarter and more expressive to help brands create extraordinary products that resonate with consumers, comply with shifting regulations and stand out in a crowded market.”
2. Sniffing Out the Future: Airzai’s Smart Tech is Disrupting the Fragrance Game
Airzai first launched in 2019 with “Aroma,” a premium smart home diffuser backed by neuroscience for mood enhancement. Since its launch, the company has become one of the largest seed-funded startups in Canada in its category. Airzai currently has four scents available for use with its diffuser: Eternal Energy, Mindful Meditation, Serene Sleep, and Peacefully Productive.
Perfumer & Flavorist+ spoke with Muneeb Mushtaq, CEO and co-founder of Airzai, about his journey to becoming a successful startup and the science behind the crafted scents.
3. KAYALI Announces Release of Fleur Majesty Rose Royale | 31 Eau de Parfum
Prestige fragrance brand KAYALI announced the launch of Fleur Majesty Rose Royale | 31, the brand’s 27th fragrance in its collection.
“My inspiration for KAYALI has always been to make people feel like royalty every time they wear our fragrances,” said founder Mona Kattan. “With Fleur Majesty Rose Royale | 31, I wanted to create a warm floral scent that’s both strong and soft — a fragrance that makes you feel elegant, confident and effortlessly unforgettable.”
4. MCM Group Introduces The MCM Fragrance Collection
Lifestyle and accessory brand MCM announced the launch of the MCM Fragrance Collection, which includes six eau de parfums inspired by the brand’s iconic leather animals.
“Our new MCM fragrance collection celebrates individual uniqueness and the sartorial spirit of the digital nomad, inspired by our heritage,” said Sung-Joo Kim, chief visionary and sustainability officer and chairperson of MCM Group. “Each scent brings joy, love and a reminder of the beauty that pets and nature’s wonders bring to our lives.”
5. Iberchem Launches New Fragrance Collection with Ministry of Agriculture, Fisheries and Food of Spain
Spanish fragrance house Iberchem announced the launch of a new fragrance collection in collaboration with the Ministry of Agriculture, Fisheries and Food of Spain. The collection, titled “All Paths Carry Aroma,” includes four fragrances inspired by natural elements found in Spain.
“Nature is where we source most of the raw materials we work with,” explained Luz Vaquero, global creative director at Iberchem. “The fragrances we create have their counterparts in nature and are our main source of inspiration. Developing these fragrances has allowed us to pay tribute to the value that our earth has for us. Through these four scents, we wanted to convey the ability of scent to create identity and an emotional connection with a place or experience, allowing people to travel back to it through a scent.”
