Merging Neuroscience & Fragrance for Wellbeing

Winner of The Fragrance Foundation UK Awards 2023 Newcomer Category, EDENISTE is revolutionising the fragrance industry.

In this exclusive interview, founder Audrey Semeraro unveils the science-backed advancement of perfumery behind EDENISTE.

Discover how over 30 years of neuroscience research underpins EDENISTE's fragrance formulas and the transformative potential of fragrances in daily routines.

Why was wellbeing a key aspect you wanted to pioneer in developing scientifically-backed scents for Edeniste?

When I created EDENISTE I wanted it to be an exclusive fine fragrance brand that prioritises the wellbeing and emotional needs of individuals, offering fragrances designed to help them relax, find inner zen, and destress.

My commitment has always been refuse to merely craft marketing briefs and sell a beautiful label. Instead, my priority was to create a profound and meaningful olfactory experience, one that genuinely makes a positive difference in people's lives.

My journey into the world of scientifically-backed scents for EDENISTE is deeply rooted in my profound fascination with medical research, particularly in the realm of neuroscience.
Growing up, my curiosity knew no bounds, and my passion for understanding the complex workings of the human brain was insatiable.

This thirst for knowledge was not just a personal pursuit but also a legacy passed down by my father, who was a revered nuclear scientist. As I was learning more and more about the brain, I found myself captivated by the astonishing complexity of its functions. It was awe-inspiring to witness how the sense of smell could influence our emotions, behaviors, and overall wellbeing. This realisation became a driving force behind my mission to pioneer a new frontier in the world of fragrance.

I was also fortunate to grow up near Grasse, the craddle of European Perfumery. The confluence of my family's background was equally unique; my father, a man of science, and my mother, an artist and muse for the esteemed Parisian Maison de Haute Couture, Nina Ricci.

This environment gave me a profound understanding of both the scientific and creative dimensions of life, which I would later fuse together in my pursuit of scientific fragrances.

When I started my journey into the world of fragrance, it became increasingly evident that there was a significant gap in the fragrance industry when it came to addressing the need for emotionally uplifting scents. It was this realisation that pushed me into action.

Over the course of five years, I embarked on a collaborative journey with eminent neuroscientists, meticulously dissecting the impact of fragrances on the intricate architecture of the brain, the nervous system, the nervous system, and the ensuing physiological and cognitive responses.

This in-depth research and collaboration culminated in the birth of EDENISTE, a revolutionary fine perfume collection infused with active olfactive molecules engineered to induce a "psycho-physiological effect."

Put simply, EDENISTE offers an emotional fragrance experience that not only captivates the senses but also enhances overall wellbeing.

Can you provide some insights into the 30+ years of neuroscience research on olfaction that form the basis of Edeniste’s fragrance formulas?

EDENISTE's fragrance formulas are founded on extensive neuroscience research that delves into the impact of olfactive molecules on the brain, emotions, and overall wellbeing.

Olfactive molecules activate olfactory receptors, sending signals to the brain that affect thoughts, feelings, and behavior. These molecules stimulate olfactory bulbs, leading to the release of neurotransmitters that influence emotions.

My team of biochemists, working in research and development, continually track the latest advancements in the field of neuroscience, as we recognise the importance of staying updated with the latest medical and scientific research to guide us in creating more innovative scents based on the newest findings.

The fragrances are meticulously crafted with the guidance of leading neuroscientists and utilise scientific methodologies like fMRI, EEG analysis, biosensor tests, and saliva tests to measure the cortisol level.

Over 80 active fragrance molecules and ingredients, scientifically proven to enhance wellbeing or evoke specific emotional responses, are incorporated into these unique formulations to leveraging olfactive molecules to impact emotions positively.

In terms of ingredients and accords available in perfumery, how did your mission for scientifically-backed wellbeing-enhancing scents influence your creative direction?

Our extensive journey began with years of intensive bibliographic research and collaboration with esteemed research teams at CNRS (Centre National de la Recherche Scientifique) and renowned perfumers specialising in this domain. We meticulously constructed a comprehensive database that cataloged cerebral responses to hundreds of fragrance molecules and natural essences. Collaborative experiments with CNRS and the University of Nice, utilising bio-captors, were integral, despite the challenges we faced.

The process of mapping the effects of scent molecules on the brain was a lengthy one: we started by researching patents and scientific literature thoroughly, culminating in the creation of the first-ever comprehensive database of scientifically- proven beneficial scent molecules and ingredients.

Our dedication to crafting scientifically- backed, wellbeing-enhancing scents has played a pivotal role in shaping our creative direction, particularly in selecting ingredients, olfactive molecules, and accords in perfumery. Our commitment to scientific rigor extends to clinical trials and approval, with each of our Lifeboosts© fragrances undergoing extensive testing and receiving approval from CNRS.

We've also partnered with Takasago, a renowned Japanese fragrance house with a rich history of research in this field, and collaborated with their R&D team.

Additionally, we've engaged some of the world's leading neuroscientists specialising in olfactory research. Their expertise has guided our creative direction, helping us identify specific olfactive molecules that enhance wellbeing and elicit emotional responses, employing various scientific methodologies, including fMRI, EEG analysis, biosensor tests, and saliva tests.

What were the guidelines and scientific directions that perfumers Aurélien Guichard and Jérôme di Marino had to follow to craft Edeniste’s scents?

While creating the Lifeboosts©, Aurélien and Jérôme followed specific guidelines selected by our Research & Development and neuroscientists, whereas for the Eau de Parfums range, they enjoyed greater creative freedom, in which they introduced the patented Destress accord, scientifically proven to control and reduce stress biomarkers, at the heart of each fragrance, helping to regulate your mood.

One of the key principles that guided their work was the use of scientifically-validated ingredients and olfactive molecules ensured to contain components known to have a positive impact on emotions and overall wellbeing.

A crucial aspect of their creative process was the intention to elicit specific emotional responses through each fragrance: whether it was to induce relaxation, happiness, or other mood- enhancing qualities...

Throughout their creative journey, various scientific methodologies played a pivotal role in ensuring the effectiveness of their fragrances. These methods included fMRI (functional Magnetic Resonance Imaging) and other analyses to measure brain activity, helping them fine-tune the scents to deliver the intended emotional responses.

What are some practical tips to incorporate into our daily routines to support our wellbeing through our senses and olfactory system?

At EDENISTE, we view the use of fragrance as a holistic and transformative experience, and here are some practices to enhance your wellbeing:

• Begin your day by selecting a fragrance that aligns with your desired mood or emotional state.

• Turn your daily fragrance application into a morning ritual.

• Transform your living space by using our LifeBoosts© which can even spray on textiles, lamps, or in an candle diffuser, where the gentle heat or diffusion will disperse the soothing fragrance throughout the room.

• Experiment with different scents to create an atmosphere that promotes relaxation, focus, or joy, depending on your needs.

• Carry a portable fragrance, like one of our LifeBoosts©, with you during the day. A quick spritz or application can provide an instant mood boost, helping you stay centered and refreshed.

• Incorporate scented self-care practices into your routine (scented bath oils, shower gels, or body lotions can elevate your bathing experience and promote relaxation.)

• Wind down in the evening with scents that encourage relaxation and stress relief, like our Relax LifeBoost©. Throughout the day, take mindful moments to pause and do some breathwork.

Edeniste also offers olfactory therapies. Can you tell us more about this service, and what are the latest research advancements in incorporating olfaction in therapies?

Our approach to therapies is rooted in the expertise of professionals who specialise in olfaction, breathing, meditation, and more. One of the key offerings in our olfactory therapy services is personalised therapy sessions led by our expert practitioners. What sets our approach apart is its adaptability to each individual's abilities, making it accessible to those with varying levels of olfactory perception.

When you book an online therapy session, you'll receive a LifeBoosts© Discovery set that will serve as the olfactory support for your session. Each session begins with an informal conversation to tailor the therapy. Our olfactory therapy services encompass various areas, including: Emotional Regulation Therapy, Memory Disorder Therapy, Sense of Smell Rehabilitation.

Our expert practitioners bring a wealth of experience to our olfactory therapy services, using the OSTMRSM method (Olfactory Stimulation Therapy & Memory Reconstruction) developed by Dr. Olga Alexandre and combining the science of scent with sensory therapy.

In your perspective, what does the future hold for fragrance, particularly in its role in promoting wellbeing and affecting emotional states, considering the merging of science and perfumery?

The future of fragrance is defined by its ability to create meaningful emotional experiences, backed by science, and marked by authenticity and transparency. It is a journey that holds the promise of enhancing our lives in more ways than we can currently imagine.

Looking ahead, our focus will continue to be on exploring new emotions guided by our collaboration with leading neuroscientists. This approach allows us to respond to the evolving needs and expectations of consumers, especially in the post-Covid-19 world where holistic wellbeing is increasingly sought after.

For instance, our partnership with Takasago fragrance house has unveiled new areas in the brain linked to social wellbeing, providing exciting opportunities for our future Lifeboost©.

AUDREY’S GUIDE TO GET THE MOST OUT OF EDENISTE EdP ACTIVES AND THE LIFEBOOST® COLLECTIONS:

CHOOSE YOUR ‘FOUNDATION’ EAU DE PARFUM TO REGULATE YOUR STRESS LEVEL

“The seven active Eau De Parfums offer a freedom of expression of your outer self, the persona we present to the world. Four of them are attribute to Mediterranean light – a core part of EDENISTE’s heritage. Three of them, more intense, are inspired by mystical Arabian Gardens seeped in richer flavours.
Each fragrance contains the patented Destress Accord and is presented in a tactile glass bottle designed by Xavier Laplace, shaped like a number 8 – the symbol of infinity.”

CHOOSE A ‘MOOD-BOOSTING’ LIFEBOOST© TO ENHANCE POSITIVE EMOTIONS

“These seven fragrance supplements are scientifically proven to influence areas of the brain and activate a positive emotion: Happiness, Energy, Dream, Wellbeing, Love, Relax or Seduction.
Each scent has been carefully crafted to blend beautifully and compatibly with each Eau De Parfum and can be applied throughout the day to enhance emotional wellbeing. These actively charged, mood-boosting essences can be customised, offering infinite combinations to suit your individual needs.”