The Nose Knows: Designing the Smells We Love (and Remember)

Today, we're exploring the science behind scent—and why it’s so deeply connected to our brains. Joining Mosheh for this conversation is Mike Kinsey, a master perfumer and olfactive scientist at Procter & Gamble, who helps create some of the most recognizable scents in household products. In this special episode, sponsored by Gain and Downy, Mike breaks down why smell is so strongly linked to memory and emotion. He also explains how scent preferences shift across regions and cultural moments (like the rise of “clean” scents after COVID), and how major brands work to predict trends, avoid fleeting fads, and develop iconic fragrances for everything from shampoo to laundry detergent. Stick around until the end, when Mosh puts his nose to the test in a blind scent challenge – with scent-sational results! #GainPartner #DownyPartner