The beauty industry has taken another leap into the future. In Seoul, South Korea, a brand has gone viral for transforming memories, emotions, and even thoughts, into personalized fragrances.
Rettre Seoulsup is a laboratory where the consumer’s brain selects their fragrance. The process is based on fNIRS (functional near-infrared spectroscopy), a technique that measures brain activity in real time. The system detects patterns of emotional response while the user observes images linked to personal experiences —a journey, a person, a meaningful experience— and then that emotion is translated into an olfactory composition.
The result is not immediate or automated. The experience lasts between 40 and 60 minutes and integrates data interpretation, perfumer accompaniment, and manual creation: technology and craft working together.
This proposal is part of an emerging trend: Neuroperfumery. A territory where the fragrance ceases to be an aspirational product and becomes an extension of the user’s emotional identity.
Proposals such as Rettre Seoulsup demonstrate that the future of luxury lies in creating deep emotional connections, where the consumer not only buys, but actively participates in product creation.
Source: https://seoulsup.rettre.com/en/
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