IFRA UK 2026 Fragrance Forum

As our world becomes increasingly more digital and driven by technology, what impact is this having on our senses? This year IFRA UK’s Fragrance Forum will be exploring the use of scent in the digital world – from the hype to the reality.We will even be pitting a human against AI to see who makes the best perfume from the same brief.

We have some wonderful speakers lined up that will be showcasing some of the latest projects and research in this incredibly important area

Professor Jonathan Williams from the Max Planck Institute for Chemistry will be

introducing us to his work and in particular a major project called D2Smell which

aims to digitise the sense of smell. He will explore our current efforts to

capture the chemical components of a scent in real time, predict exactly how the

human nose will perceive it, and ultimately recreate that olfactory experience at a

completely different location.

Professor Jonas Olofsson from the University of Stockholm will be looking at Virtual

Reality, Language Models and the psychology of fragrance

Dr Cecilia Bembibre from University College London will be taking us from nose to

dataset and back again, looking at how we represent heritage smells in a digital

world

Professor Simon Niedenthal from Malmo University will be taking us on a journey to explore olfaction in physical, digital and interactive environments

We hope you will join us for what will no doubt prove to be an enlighten and fascinating day!