Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

L’Oreal has partnered with neurotech company EMOTIV to create a futuristic perfume consultation that's a first of its kind. Combining the power of science and AI, the tech provides precise fragrance recommendations based on a person’s mood and feelings. Is this the future of luxury perfumes?

Diffuser brand Vitruvi offers scent-forward aromatherapy experiences that elevate how people feel in their living spaces. With people spending an increasing amount of time indoors and as concerns around air-quality grow, how can brands extend self-care into peoples home environments?

With representation for minority groups lacking in beauty, some are taking the matter into their own hands to diversify the space. Gabar is a fragrance brand with roots firmly embedded in Myanmar, taking inspiration from the country's heritage in everything from its fragrances to its imagery.

Ffern is a Somerset-based perfumery that produces four seasonal, small-batch scents per year for its members’ club-style ledger of committed customers. How has the brand utilised transparency, membership, and limited runs to create an air of exclusivity and intrigue around its luxury fragrances?