The fragrance industry has been around for a long time, and currently, perfumes are incredibly complex and made up of natural and synthetic chemicals based on existing scents. According to McGill University, Chanel No. 5, a classic scent, was the first perfume developed using modern chemical principles and containing synthetics. And while synthetic chemicals comprise most scents, perfumists are limited to the same variation of notes to create their fragrances.
And yet, Future Society is a brand transforming the entire perfume industry by using extinct flowers’ genomes to create entirely new-to-the-modern-era scents. Scientists at Harvard University’s Herbaria were able to sequence the genetic codes of extinct flowers dating back to 1812, and, using the data, Future Society collaborated with perfumers to mix fragrance notes inspired by the scent molecules of the extinct flowers.
Future Society’s scents stand out because they consist of aromas we’ve never smelled. And, like the exceptional-smelling liquid within, the packaging is just as inspired. The palm-sized glass bottles are rectangular with soft, rounded corners, and the thick glass creates a transparent frame around the liquid. On top of the bottle sits an egg-shaped cap, creating a world of packaging that feels futuristically motivated.
Each of the six scents is labeled in a marbled pattern, mirroring the notes contained within. Floating Forest, for example, has top notes of black pepper and bergamot with mid notes of freesia, waterlily, and rose. The label is a gradient pattern showcasing the floral heart with grounding earthy tones. Each label is uniquely ethereal and creates a visual tone.
Future Society is pushing the possibility of technology within the beauty space by making perfumes that are only accessible through biotechnology. The step forward for innovation in this space is a huge achievement, and by packaging the product in a correspondingly forward-thinking design, consumers are left with a new way to express themselves.
Scientists at Harvard University’s Herbaria were able to sequence the genetic codes of extinct flowers dating back to 1812, and, using the data, Future Society