Future Society is changing the future of fragrance through biotechnology
The idea was born after scientists, using preserved botanical specimens collected at, sequenced the genetic codes of extinct flowers dating back to 1812. Using that data, the brand worked with perfumers like Jérôme Epinette from scent houses Givaudan and Robertet to source a mix of fragrance notes—synthetic, natural, and bioengineered—inspired by the scent molecules of the extinct flowers. The result: six juices that bring the smell of long-gone blooms back to life.
Just the idea of extinct flower sequencing is thrilling, but the experience of actually smelling each of Future Society’s scents cements the brand as one of the most exciting new launches in recent memory. The fragrances are not only wearable, but also refreshingly unique. It’s as if your brain can’t pick out one particular note with each sniff, because the scents smell like something you’ve never known.
, “a towering tree endemic to Borneo whose branches once grazed the sky at up to 45 meters. Last spotted in the wild in 1998, logging activities in its forest habitat forever took its descendants from the earth.”subspecies 1 and 2, “a small aromatic shrub with needle-like leaves that once produced clusters of white flowers for long periods of the year throughout South Africa. Its population fragmented in 1960 due to the effects of urbanization on the shrub’s native regions.
The project of creating these six new scents was also novel for the master perfumers, who had to not only re-create the scent from genetic code but also travel back in time to imagine what the flowers and plants were really like. For example, perfumer Olivia Jan, who works with Givaudan, was transported back to North America’s rural Midwest in the mid-19th century when creating her fresh fragrance Grassland Opera.
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