Where We’re Investing Now: Specialized Scent
We use fragrance to enhance our homes, set a mood, and calm our minds. Recently, fragrance has evolved into a vibrant form of self-expression: Gen Z is setting trends on social media by discovering and mixing scents into unique blends. More and more products and brands are emphasizing scent, and tech is opening new pathways to creating, testing, and personalizing, resulting in a remarkable surge in the global market — A worldwide valuation of $53.7 billion in 2023 and a projected annual growth of 5.9% through 2030. In the United States alone, the fragrance market is $8.7 billion.
Historically, scent-based commerce has been dominated by established traditional competitors and an antiquated retail experience. However, recent advancements in AI and data analysis are paving the way for a new, more enjoyable, and more accurate shopping experience. One of our standout investments in the field is Scent Lab, a disruptive brand that has reimagined the fragrance discovery process through a personalized algorithm. Launched in November 2022, Scent Lab quickly garnered attention for its tech-enabled solution, which uses AI to connect customers with their ideal scents at an affordable price. By bringing the consumer into the curation process, Scent Lab can now match compatible fragrances from future collections to their customer’s preferences with uncanny accuracy. Intending to become the “scent center” for young consumers, the business is initially focusing on candles, but plans to expand its discovery platform to encompass a myriad of fragrance opportunities, like body wash and perfume.
Our fund’s enthusiasm about fragrance investment stems from a broad interest in brands innovating in new business models, and Scent Lab is a fantastic example: by accurately assessing and remembering customer preferences, this model removes the need to go to a physical store to shop, even for such a tangible experience like scent selection. We’re also very excited to see fragrance and the wider wellness movement merge as consumers turn to olfactive means for stress relief, health, and mood control. This can take many forms, from personalized candles or essential oils to create a soothing effect in a living space, to personal care products with scents that perform an actual function like energy stimulation.
As a fund, we’re eager to help reshape the scent landscape through early-stage investments in pioneering olfactory companies. Is your company innovating in fragrance and aroma? Get in touch — we’d love to hear from you.
By Investment Partner Jenna Jung
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Where We’re Investing Now: Gen Z
