SCENT From EXTINCTION

Many COMPANIES look to the FUTURE to create INNOVATIVE FRAGRANCES. But one is drawing INSPIRATION from the past, using BIOTECHNOLOGY to revive lost flowers.

A group of scientists tinkers with extinct genetic code to bring to life a thrilling consumer experience. If that sounds vaguely like the plot of 1993's Jurassic Park, you're right, but it's also the concept of Future Society, a new beauty company that's about to change the way we think about perfumery.

The idea for Future Society was born after scientists, using preserved botanical specimens collected at Harvard University's Herbaria, sequenced the genetic codes of extinct flowers dating back to 1812. Using that data, the brand worked with perfumers from scent houses Givaudan and Robertet to source a mix of fragrance notes-synthetic, natural, and bioengineered-inspired by the scent molecules of the extinct flowers. The result: six juices that bring the smell of long-gone blooms back to life.

"Our goal wasn't to solve problems within the fragrance industry or replace ingredients we already use with more sustainable ones," says Jasmina Aganovic, founder and CEO of Future Society. "Instead, we set out to make scents we've never smelled before and fragrances that were previously not possible to make."