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.
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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.”
With the launch, Generation will introduce three exclusive fragrance ingredients created using OI technology: Glossine, Fractaline, and Quasarine. Further, Generation will partner with the Museum of Pop Culture to create a bespoke fragrance.
Perfumer & Flavorist+ reached out to Wiltschko and master perfumer Christophe Laudamiel to learn more about Generation and how Osmo is planning to elevate fragrance formulation.
What are the primary benefits of using AI in fragrance development?
Alex Wiltschko [AW]: We see olfactory intelligence (OI), Generation by Osmo’s proprietary AI-driven technology, as a way to dramatically enhance creativity in
Alex Wiltschko, founder, CEOCourtesy of Osmo
How can perfumers use technology like Osmo's olfactory intelligence while still keeping that "human touch"?
Christophe Laudamiel [CL]: AI is already changing how we create. But great perfumers, like great architects or chefs, will always be in demand.
AI enhances, accelerates and defines, but it doesn’t replace intuition, artistry, or the ability to create something deeply human. Instead, it removes blind spots and optimizes formulas. AI can check that a fragrance isn’t just a remix of something old. It can find molecular shortcuts that replace five, six, or even more traditional ingredients with single new, high performance ones. The magic happens when machines and human noses work together. The perfumer’s job is only getting more powerful with this new set of power tools that Generation is providing.
Osmo has helped other brands develop new molecules, but Generation by Osmo is all in-house. What inspired the creation of this fragrance house?
[AW]: As we’ve built out our team and succeeded in digitizing scent in the lab, we’ve finally taught computers how to smell with OI. That OI then helped us create new molecules which we’re actively selling to some of the largest companies in the world. Generation is the next chapter for Osmo. It’s a culmination of all of that work, with a focus on bringing it to the masses. It was inspired by the desire to help brands harness our most powerful sense as a tool for expression and engagement. We’re making fragrances for anyone, at scale.
The industry is shifting. The brands that embrace data-driven, AI-powered fragrances will move faster, launch smarter, and create scents that are beautiful and are built to perform. The old way, slow timelines, rigid supply chains, guesswork is breaking. Fragrance is about to move at the speed of culture, and we’re leading the charge.
Your press release mentioned keeping sustainability in mind when creating fragrances. Why is this important as Osmo begins its fragrance house?
[AW]: Sustainability in fragrance starts with sustainable ingredients. At Generation, we use OI to design and select new ingredients that are safer and more sustainable than anything discovered before. With OI, we can fast-track discovery. Faster discovery means less waste, as traditional ingredient development involves years of trial and error. We are able to design molecules to be non-toxic, biodegradable, free from harmful allergens or pollutants, and we never use animal testing.
Osmo is starting with three primary fragrance ingredients. Tell me about what these fragrances evoke and how they were developed with the AI technology.
[CL]: Generation is launching with three new fragrance ingredients, Glossine, Fractaline, Quasarine, created using OI. Instead of trial and error in the lab, we used OI to
Christophe Laudamiel, master perfumerCourtesy of Osmo
Glossine is a vibrant, floral scent reminiscent of jasmine and performs well on dry fabrics, which is a rare quality. Fractaline is a long-lasting ingredient that exhibits either a floral/violet or citrus/ginger scent depending on the surrounding composition. At a lower concentration, it increases the strength of a fragrance without imposing. Quasarine offers a fresh and delicate jasmine aroma to illuminate a fragrance. It is long-lasting and the most intense of the three, making it instantly noticeable from the moment it’s applied.
How are you planning to incorporate consumer feedback into Osmo's predictive market intelligence?
[AW]: We’re feeding consumer feedback into Generation’s market intelligence by first tracking broader signals including social sentiment, reviews, and trend data to spot shifts in preferences before they take off. We’re also moving fast, getting samples out, collecting feedback, and iterating in real-time. Every data point helps refine our models, making sure we’re always ahead of demand. We have a system that learns from the market in real-time, adapts faster, and predicts what people actually want.
Tell me about the collaboration with the Museum of Pop Culture. How does this fragrance encapsulate the museum?
[CL]: With Generation, bespoke fragrance is no longer a luxury reserved for a few. It’s a strategic, expressive medium for brands everywhere, one that MOPOP was excited to explore. The partnership will bring iconic elements of the museum such as music and the expressiveness of pop culture together to create a scent that will be sold at the museum. Patrons can grab a bottle of the fragrance on their way out and remember the MOPOP experience through scent. We’re excited to share more details about the fragrance notes soon!
