A new era in fragrance discovery has arrived in London. SCENTMATIC Inc. , a leader in scent digitalization, has launched its innovative AI system, KAORIUM, at the THAMEEN Fragrance “Florentine Diamond” event in Selfridges , one of the world’s most iconic luxury retailers.
This collaboration highlights the fusion of advanced technology and luxury, offering fragrance enthusiasts an immersive, personalized scent experience. The event attracted fragrance connoisseurs, tech innovators, and curious shoppers eager to
explore the future of scent. A Breakthrough for Fragrance Retail From June 5 to 11, 2025, Selfridges' beauty hall hosted the debut of KAORIUM, allowing UK and European consumers to experience this AI-driven scent technology for the first time.
The launch comes at a pivotal moment, as the UK fragrance market continues to grow and shoppers demand more personalized, immersive experiences. Strategic Expansion and Local Leadership SCENTMATIC’s international ambitions are clear.
In May 2024, the company established its UK subsidiary, KAORIUM , in London, appointing industry veteran Ben Yanoushek as CEO. Official operations began in February 2025, supported by the launch of KAORIUM’s new website .
The brand’s mission: “an immersive experience, in which algorithm interprets instinct, information blossoms, and a signature scent is found.” This strategic expansion demonstrates SCENTMATIC’s commitment to innovation, global reach, and delivering unique digital fragrance experiences to a wider audience across Europe and beyond…
