The company works on the business-to-business side of the industry, designing and creating scents for various companies worldwide. Givaudan launched Myrissi, its AI tool, last year to demystify fragrance development. A new kind of signature scentSome fragrance brands use tech to decipher scent preferences and create personalized scents. Chaille de Nere told BI he didn't want that to happen in the fragrance industry. While AI's role in the beauty industry has yet to take shape, the fragrance industry is betting on the technology.

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Persons: Rachel Herz, Herz, Frederik Duerinck, Hertz, Johan Chaille de, Givaudan, Sandra Kinnmark, Angelica Lonnberg, Caroline Borg, Kinnmark, Duerinck, EveryHuman, TJ, Chaille de Nere, perfumers, Chaille de Organizations: Brown University, NOS, Emotiontech, Hallwyl, NOS Emotiontech, Union Locations: Swedish, Highland, Stockholm, London