Looking to the Past for the Future with Ninth Generation Perfumer Louise Farina
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What is the story behind Farina 1709 and its 300‑year heritage?
Hello fragrance nerds! How you doing? Welcome back to another episode of Making Sense Make Sense, the podcast that's all about demystifying the wonderful world of fragrance without any snobbery, any gatekeeping, or any BS. So if you're coming here with any snobbery, any gatekeeping, or any BS, and you're thinking about throwing that my way, you better think again, my friend, because I will not stand for it. I'm Thomas Dunkley, I am your host, and I am here to guide you on your fragrant journey through interesting chats with fascinating people all about scent. And the idea here is really I just find some interesting people in the industry and I ask them some questions and I let them talk. And hopefully we get a good chat out of it, which we do 100% of the time.
And today is no exception because today we're exploring a fragrance house that is over 300 years old. One that comes from Germany. Can you guess what it is? That's right. I'm going to be talking to Louise Farina, who is the ninth generation uh head of the Fragrance House Farina, and I'm very excited to be chatting. with her all about the Farina House, its m amazing history and heritage, and what it has for the future. So I'm not gonna babble on anymore. Let's just get straight into that after a very quick word from our sponsors.
This episode of Making Sense Make Sense is sponsored by Carrium. I read somewhere that there were close to 10,000 fragrance launches in 2025. Never before has there been so much perfume, which is a great thing, let's be honest, we love perfume. But this means it can be hard to hear through all that olfactory noise, and now, with so much choice, it can be hard to find a new signature scent. Like me, Carriam believe that Scent is complex and deeply personal, which is why I've joined them as brand ambassador. The overwhelming choice out there often makes the search for fragrance intimidating. Carrium seeks to solve this and works as the Scent Somelier to help decode and deepen customers' connections to fragrance.
This is a unique experience where the Sense MLA helps people discover fragrances intuitively, guided by their own words, emotions, and memories, and removing distractions such as branding, packaging, or preconceptions, focusing purely on the scent and the customer's personal response. You don't just choose a fragrance, the words you use, your personal associations, all drive the experience thanks to an AI model that has learned from thousands of real descriptions to understand the language of. Scent. From niche fragrance boutiques to partnerships with the world's most renowned brands, Carium continues to demonstrate its ability to reach diverse audiences by supporting and enhancing customers' fragrance selection experiences.
The data shows a 139% increase of store visitors after introduction of Carrium in the scent selection process. And the data also reveals a 287% increased conversion rate in store. In London you can now experience it in iconic settings such as Selfridges or in boutique perfumeries, making this sophisticated sensory intelligent fragrance discovery accessible. So why not pop in to Selfridge's or Path on the Dance in London to see how Carium's innovative AI solution can help you cut through all that olfactory noise and discover your next signature scent. Louise, thanks so much for joining me on Making Sense Makes Sense. It's a real joy to to speak with you. It's not very often I get to speak to someone who uh is from the oldest perfume house in the world.
So what a thrill to have you.
I'm very happy to be here and very excited to meet you today.
And likewise, and you know, talking about your you're being from the the oldest perfume house in existence, you you come from such a rich heritage of scent, you know, nine generations in fact. How prevalent was scent to you when you were growing up?
So I think there are two different perspectives I have uh to that question because scent was very relevant and um that was also something I was always very sure I wanted to work with because when I was a child, um
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Chapters
4 chapters
1
What is the story behind Farina 1709 and its 300‑year heritage?
0:09–20:32
2
How did Louise’s childhood shape her relationship with scent?
20:32–36:11
3
What training and education did Louise pursue to become a perfumer?
36:11–44:26
4
Why is bergamot such a central note for Farina and how is it used today?
44:26–54:11