In the world of fragrances, where it often seems that a rose is simply a rose, one fragrance house is rewriting the rules of uniqueness. Future Society, a pioneering brand in the fragrance industry, is setting itself apart by venturing far beyond the conventional boundaries of scent creation. Their extraordinary scents derive their distinctiveness from DNA sequences extracted from extinct flowers.
Founder Jasmina Aganovic is at the forefront of this groundbreaking approach, seamlessly marrying the worlds of fragrance and biology to craft captivating narratives through scent. She explains, “This concept of embarking on a DNA-sequencing adventure akin to ‘Jurassic Park,’ albeit with flowers instead of dinosaurs, is where it all began.” Working in collaboration with the esteemed Harvard Herbarium, the brand assembles specimens of flowers that have been preserved and are now confirmed to be extinct.
It’s important to note that these flowers are not being resurrected or reintroduced into the world, as modern technology has not yet advanced to that stage. Instead, they find new life in the realm of fragrance. Aganovic elucidates, “The DNA serves as something of an instruction manual, akin to a genetic analysis service like 23andMe. Just as you would provide a DNA sample by spitting into a tube to receive insights into your genetic makeup, we collect data about each flower.”
This meticulous data collection process allows Aganovic to identify potential clues about the aroma the flower may have emitted. “These cues helped us pinpoint the olfactive profile and the scent molecules encoded within the flower,” she elaborates. Armed with this newfound knowledge, they discerned which scents were most likely expressed by the flower, leading to the creation of six entirely unique fragrances, each offering an unparalleled olfactory experience—a true resurrection of extinct flowers through the art of perfumery.
In the saturated world of fragrances, Future Society’s innovative approach demonstrates that the possibilities for creating truly one-of-a-kind scents remain limitless, offering a tantalizing glimpse into the future of perfumery.
