Perfume Startup Uses Algorithms To Match Shoppers With The Perfect Scent

Perfume Startup Uses Algorithms To Match Shoppers With The Perfect Scent

Pinrose uses a Scent Profiler to help customers select the scent which fits their mood and personality.

Leah Gonzalez
  • 11 february 2014

Fragrance startup Pinrose recently launched its 10 scents, which they’re promoting not through glamorous ads featuring A-list celebs but through a “scent finder” questionnaire and an algorithm that picks out the top three scents that match the customer.

Founded by Stanford Graduate School of Business alumni Erika Shumate and Christine Luby, Pinrose relies on their Scent Profiler to help customers choose the scent that appeals to them the most by determining their moods and identifying the notes that fit their personalities. Shumate, who studied the psychology of scents, used her knowledge to develop the series of questions designed to determine the customer’s moods and the algorithm used. According to the founders, the Profiler works around 75% of the time.


The idea of Pinrose is that women should be able to wear fragrances that match their mood. According to Bloomberg Businessweek, the company is looking to explore how they can use a person’s Instagram or Pinterest profiles to identify scents that will appeal to women.

The Pinrose scents, which have names like Ballroom Philosopher, Camp Rebel, and Surf Siren, each sells for $50.




Source: Bloomberg Businessweek

Images: Pinrose


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