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The event comes as Scentmatic rapidly expands its international footprint.
July 14, 2025
By: Lianna Albrizio
Associate Editor
Scentmatic, Inc., a leader in scent digitalization, introduced its AI-powered scent-to-language system, Kaorium, at the Thameen Fragrance new product launch event.
The event took place from June 5 to 11, 2025, at Selfridges department store in London, UK.
Europe leads the global fragrance market, with the UK projected to reach $2.82 billion by 2033. Recognizing this, Scentmatic says it’s rapidly expanding its international footprint. In May 2024, it established its overseas subsidiary, Kaorium, in London, appointing industry expert Ben Yanoushek as CEO. Official UK operations commenced on Feb. 1 with the launch of its dedicated website, www.kaorium.com.
The Florentine Diamond launch event for luxury brand Thameen Fragrance served as the initial trial for Kaorium. Held in a section of Selfridges’ beauty hall, the event attracted many visitors. On the opening day, a breakfast event for industry professionals and influencers at Selfridges’ Brasserie of Light allowed guests to experience Kaorium firsthand through individual sessions.
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