WPC 2026 Recap: Making Scents with EQ and AI

The technical aspects of fragrance development, AI and the essential role that perfumers and scent have in consumers’ lives were the big themes in the conference sessions—and conversations on the floor—during the World Perfumery Congress held June 23-25 in Monterey, CA.

This three-day event, which was organized by the American Society of Perfumers (ASP) with Noted Communications, LLC, brought together international stakeholders from across the category—from fragrance houses and ingredients suppliers to independent perfumers to large multinational companies and brands of all sizes. According to estimates, attendees came from 30 countries.

After a garden party welcome reception held the night before, WPC opened with a fireside chat featuring Walter Johnsen, global vice president of product development and fine fragrance designer at Interparfums, Inc. Speaking on stage with Jenna Troyli of Noted, Johnsen shared heartfelt, candid stories about the industry and his own journey within it. Johnsen also expressed gratitude for mentors and others who have played a role in his professional journey.

He also offered his take on the industry’s need to showcase its commitment to sustainability.

“At the end of the day, every fragrance comes from a  flower, a tree or an herb…and if it goes, it goes. We are very protective of our resources and that’s something that we need to speak about,” Johnsen told the audience.

From AI in Development to Digital Connection

At WPC, conference sessions included technical aspects of perfumery to regulations to marketing. And, it was no surprise that use of artificial intelligence (AI) was on the docket.

AI was the topic of “Digital Alchemy: Fragrance Formulation in the Age of AI,” a panel featuring  Neha Okhade, a perfumer with Agilex Fragrances, and  Matthew J. Sánchez of Matteo Parfums, a winner of the L’Oréal Inclusive Beauty Fund in 2024.

AI is being deployed by fragrance houses, and individuals and organizations alike are debating the merits and impacts. One hotly discussed issue is the direct impact AI will have on perfumers in the development process.

According to Okhade of Agilex, the idea that AI will replace the perfumer is a misconception.

“I see AI as more of an enabler than as a creator,” Okhade said. “At the end of the day, perfumery is an art. As a perfumer, we are not just creating fragrance by blending ingredients, rather, we are translating emotions, instincts and memories as a whole olfactive experience.”

Sánchez agreed.  He cited the creation of his second fragrance, Lovers Do, as an example of how the perfumer remains at the center of creativity.

AI provided insight about the history of Mexico City, which he said “allowed me to think of that same brief, the same creative, in a new way.”

But Sánchez stressed that his decision-making processes and artistry created the juice.

“As a human, I have the judgement, the taste and the artistic conviction… and I see that always happening,” he said.

Social and Scent

During a session titled “Crafting Tomorrow: Innovation at the Intersection of Brand & Buyer,”  Bryan Edwards, co-founder of fast-growing fragrance brand Snif, discussed the impact of TikTok Shop. According to Edwards, TikTok is the No. 1 channel where people discover Snif through the company’s own content and that of creators.

“It is an incredible discovery channel,” he told the audience.

According to Jessica Cattaneo, head of product development at Boy Smells, younger customers are finding her brand through TikTok Shop, too—and that’s bringing them into the stores.

This discussion dovetailed well with a later session, “From Screen to Scent: How Digital Trends and Social Influence Drive Fragrance Buying,” which featured a panel of experts who explored how personal discovery in fragrance—which once was driven by sampling in stores and scent strips in magazines—is giving way to digital shopping experiences and influence on social channels.

Lauren Westerheide, who is part of Victoria’s Secret’s newly formed Beauty Innovation team, described herself as a Gen Zer who discovered many fragrances through “OG YouTubers” rather than by smelling them. She quipped that this made her “uniquely qualified” to be on the panel. (Her role at Victoria’s Secret does more so; Westerheide focuses on reimagining how fragrance is experienced and purchased in a digital-first world.)

According to Westerheide, when it comes to Gen Z purchasing behavior, brands need to be grounded in emotional storytelling as it is the foundation that gets Gen Z to try a scent. She discussed the latest Victoria’s Secret Bombshell flanker, Bombshell Bronze. She described the campaign and digital experience, fronted by WNBA Star Angel Reese, as “visceral.” The goal was to have customers know that the fragrance, which has a tanning oil accord, “would smell summery” well before they ever pushed the actuator.

”Westerheide provided another example of the power of the digital world in fragrance development. Pink, the Victoria’s Secret sister brand, took feedback from a cheeky April Fool’s social campaign that went viral. Pink subsequently created Boy, Be Gone!, a new body mist, from the feedback.

Fragrance in Fabric Care

A new addition at WPC was “Fragrance in the Fabric of Life: Innovation Across Laundry, Home & Cleaning,” a panel which featured Laundry Sauce Founder Robert Cardiff; Vicente Santamarina, vice president, R&D at Procter & Gamble; and American Cleaning Institute (ACI) President and CEO Jennifer Abril, who served as moderator. Happi participated in the panel session, which presented insights about the elevated role of fragrance in laundry.

Additional speakers who took to the stage at WPC included Mara Dumski, chief fragrance experience officer at Pura; Euromonitor’s Global Insights Manager of Beauty and Personal Care Kayla Villena;  American Society of Perfumers board member Vincent Kuczinski, IFRA President Alexander Mohr, PhD; and Fragrance Creators Association Vice President, Government Affairs & General Counsel Sarah Erickson André. Further sessions featured BASF,  Misitano & Stracuzzi S.p.A, and Aromatic Plant Research Center among others.

WPC Awards

This year’s Congress included the inaugural WPC Exhibitor Awards, which recognized exhibiting companies for achievements in ingredient innovation, technology and environmental responsibility. Winners included Mane, Givaudan and Pura (details on each innovation can be found here in Happi.com’s news about the show.).

WPC also provided an opportunity to recognize individuals whose contributions have helped shape both the fragrance profession and the American Society of Perfumers.

Givaudan Senior Perfumer John Gamba, was presented with the American Society of Perfumers Lifetime Achievement Award in recognition of his distinguished career and longstanding contributions to the fragrance industry and the art of perfumery.

Arylessence Senior Perfumer and ASP Co-Vice President Paula Kundu received the William Lambert Service Award, which honors exceptional service and dedication to the ASP and its mission to advance the profession.

ASP President Roger Howell thanked the many contributors who helped shape this year’s WPC, during the awards ceremony.

“To our conference session participants, keynote speakers, sponsors, exhibitors, and attendees, please accept our sincere and enduring thanks. Your generosity in sharing your knowledge, vision, and passion has made this Congress far more than a convening of peers; it has made it a celebration of creativity, connection, and the enduring artistry that defines our industry. Each of you has contributed to an experience noted by excellence, inspiration, and shared purpose, and it has been a true privilege to gather in such esteemed company. As we now conclude our time together, may the insights shared here continue to spark innovative ideas, strengthen meaningful collaborations, and guide the future of perfumery with imagination, purpose, and grace. Until we meet again, may this Congress remain with us, reminding us that our greatest achievements are realized not alone, but together,” he said during his closing remarks.

The selection of dates and location for the next World Perfumery Congress in 2028, is underway, according to stakeholders.