Axelle de Larminat
9 June 2025

Brands increasingly adopt the neuroscience approach when it comes to developing perfumes. An expert in decoding brain waves, startup HABS offers a SaaS solution combined with two types of AI and new electronic tools. How can its value proposition meet the needs of the luxury industry? By achieving a keen understanding of consumers’ cognitive and emotional responses, without storing their personal biometric data, but also by facilitating R&D and reducing marketing test costs. Premium Beauty News met HABS ahead of the VivaTech show to be held in Paris from June 11th to 14th.

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