Unveiling Nature’s Forgotten Aromas through DNA Sequencing
In a groundbreaking endeavor, Future Society, an avant-garde fragrance brand, has redefined the art of perfumery by breathing life into the scents of extinct flowers. Spearheaded by leading biotech firm Arcaea, this visionary project shatters the boundaries of traditional fragrance creation. Instead of relying on the customary floral notes found in countless perfumes, Future Society harnessed the power of DNA sequencing to resurrect vanished blooms from the annals of botanical history. The outcome? The remarkable Scent Surrection Collection, a series of six fragrances that promise olfactory experiences like no other.
Jasmina Aganovic, the Founder and CEO of Future Society, recognized an untapped niche in the fragrance market, dominated by conventional scent profiles. Collaborating with the biotechnology experts at Ginkgo Bioworks, who had been delving into the DNA of extinct flowers in collaboration with the Harvard Herbarium, Aganovic envisioned the potential of these floral scents within the beauty and fragrance realm. “What I saw was an opportunity to use biology to tell a story that previously was not possible in fragrance,” she explains. “I started to wonder how perfumers would work with biological data as a muse for the creation of unique fragrances. This is ultimately where it all started.”
The process of harnessing genetic information from these extinct flowers resembles the methodology of DNA testing kits, such as 23andMe. Instead of saliva samples, scientists extracted minute specimens from dried florals and meticulously sequenced their DNA in laboratories.
“Through DNA sequencing, we were able to get a glimpse into what types of scent molecules were encoded in the genome of these flowers,” Aganovic notes. While the precise scent of these extinct flowers remains a mystery, this innovative approach allowed scientists to gain insights into the aromas they might have exuded.
To translate this biological data into captivating fragrances, Aganovic enlisted the expertise of leading perfumers in the industry. These perfumers worked their magic by pairing the biological data with familiar scent notes such as bergamot, saffron, black pepper, and grapefruit, resulting in the creation of Future Society’s distinctive scent narrative.
The collection boasts unique creations, including “Reclaimed Flame” ($98), featuring the extinct leucadendron grandiflorum last observed in 1960 in Western Cape, South Africa, and “Grassland Opera” ($98), spotlighting the Orbexilum stipulatum, a flowering plant historically associated with the migration of American buffalo, last sighted in 1881.
Beyond the remarkable biotechnological achievements, Aganovic’s vision for Future Society extends to inspiring a brighter future. She emphasizes that every day offers the opportunity to take the right steps towards enabling incredible possibilities.
While we await these possibilities, you can uplift your spirits and embrace the promise of a better future by adorning yourself with the evocative fragrances from Future Society. Below, we present an overview of the fragrances available, and for those seeking an olfactory adventure, the “Scent Surrection Set” ($35) offers a sampling of each, ensuring a sensory journey like no other.
