2025 saw a personalisation boom in fragrance, largely driven by tech and AI, alongside the rise of skincare and aesthetics designed around personal longevity goals. In the coming years, the two could be set to combine with the advent of perfumes created with personal DNA in mind.
A new study published in Nature Communications analysed DNA from 21,000 individuals and aimed to "improve the knowledge of the genetics of human olfactory perception." It revealed new findings about how we perceive smell and how this is written into our genetics.
