Are you more conservative or unconventional? Which colour represents you the best? Do you see yourself as someone who has a forgiving nature? These are some of the questions EveryHuman will ask you before creating three “hyperpersonalised” custom scents in 5ml bottles for £42. The brand, founded in 2018 by Frederik Duerinck and scent designer Anahita Mekanik, uses artificial intelligence to match each shopper’s profile — created through an online questionnaire — to a palette of 52 accords, each comprising two to 20 ingredients. These are then mixed to create your signature fragrance.
On a quiet weekday morning at The Fragrance Shop in London’s Oxford Street, I recently watched as three small bottles moved on a conveyor belt underneath larger upside-down containers. The store is one of 11 physical retailers that host an EveryHuman “sensory machine”, which creates perfumes under your nose, adding a retro-futuristic touch to the experience (shoppers can access the same service online). According to one sales assistant, there is usually a queue at weekends to use it. “For us it is about making scent creation super-accessible for people and for brands,” says Duerinck.
EveryHuman is one of a growing number of companies that are using AI to do so. Barcelona-based Scircle, launched by Álvaro Suárez in 2025, follows the same ethos with Aura, an AI-powered perfumer. There is no questionnaire here and the process starts by telling Aura, through an online chat, what kind of perfume you want.