When it comes to the $54.42 billion global fragrance market, AI has been a chief source of innovation, from acting as personal assistants to perfumers at large manufacturers to completely reinventing how ingredients are made.InsightAce Analytic reports that the global AI beauty and cosmetics market size will hit $13.34 billion in 2030, with a CAGR of 19.7% from 2021 to 2030. According to Statista, in 2023, 56% of 3,000 surveyed consumers repurchased from a retailer offering online personalization—a personal strong suit of AI creation.Liquid Sound blends customization with synesthesia, channeling sounds into scents through an AI-powered platform. The start-up is the brainchild of visual artist Danilo Lauria and Gunu Kapoor, Managing Director of Privé Label and Partner at K Luxury Fragrances.Uniting their expertise, Liquid Sound was born with Lauria as CEO, helming visual and creative and Kapoor as the brand’s resident perfume expert, in charge of product. They worked with external developers to build the AI foundations of the enterprise. “It's a really good team and we're having fun. That’s the key to success,” Lauria enthuses to BeautyMatter.Lauria and Kapoor first collaborated in 2021 on L’Eau de Distance, a digitally powered scent created to capture the scent of cryptocurrency, which was sold on the Hic et Nunc platform as a limited edition of 10 NFTs with each buyer also receiving a bottle of the fragrance.From this creative partnership, the concept for Liquid Sound developed. Undoubtedly there are parallels between scent and sound, down to the language used to describe them, like notes and accords.