Future Society’s latest launch is an eau de parfum based on the biology of cloud environments, using cloud microbes collected from the sky as a creative brief for fine perfumery.
The concept of fragrance Cloud Reverie (US$98) came from the biotechnology-driven fragrance brand collecting actual microbes from cloud environments, sequencing them and then analysing the scent molecules associated with them.
This biological data then became the inspiration for Master Perfumer Daniela Andrier, who translated the research into a composition intentionally designed without the traditional fixed top, heart or base.
Cloud Reverie is “a fine-fragrance interpretation of that data”, Jasmina Aganovic, CEO and founder of Future Society, told Cosmetics Business, built as a continuous “cloud” of notes to “reflect the fluidity and variability of the atmosphere it is inspired by”.
Aganovic explained: “What I love about this project is that it expands our idea of what nature actually is.
“When people think about natural inspiration in fragrance, they usually think about things like roses, the ocean or food, but nature is not just what is on the ground, it is also above us.
“The sky is an ecosystem too.
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“More broadly, it speaks to our belief that biology is an incredibly expansive creative landscape for fragrance.
“Technologies like biotechnology and DNA sequencing allow us to
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