While many brands thrive on the traditional notion of being personable and attainable, others flourish by being 'faceless'. But from Maison Martin Margiela’s undisclosed designers to Muji’s minimalist homeware, how are these anonymous brands faring in the age of the overshare?

Pinrose uses an algorithm to select people's perfect perfume. Its online 'Scent Finder' analyses seemingly unrelated tastes, like favourite colours or ideal landscapes, after research showed links with scent preferences. It's 75% accurate.

Perfume and cocktails may seem like an unlikely pairing, but at the fragrances bar in the Ritz-Carlton hotel in Berlin, guests can use their noses to decide what alcohol they’d like to drink. The drinking experience is the brainchild of mixologist-cum-perfumier Hennig Heissen.

Vintage, bespoke and niche fragrances are products which combine the twin desires for careful investment and individuality. We spoke to scent expert James Craven to get some detailed insights into what motivates consumers of luxury fragrance.