Aura Lab

We are a fragrance retail technology that uses machine learning to improve fragrance retail shopping and find shoppers a fragrance that they love.


It all began with a vision in a cubicle in Jebel Ali, Dubai. In 2017 after years at Procter & Gamble’s Fragrance Business Unit, our team began to evangelize a fundamentally different retail. One where the shopper experience is delightful and personalized. To offer as much delight in shopping for a fragrance, as it is delightful to experience scent, and it’s yet to be understood impact on memories, emotions & sensuality. And one where fragrance retail shifts from its 20th century product centricity, to lead the wave of digital transformation in what will be a seamless, experience-rich, on-going value providing retail that is hyper-personalized to every shopper’s taste.


  • Retail Technology
  • Retail

Contact Info