Behind every bold idea is a visionary willing to challenge the status quo. Meet our inspiring founder, @jasmina.aganovic , and discover how she’s shaping the future of scent through science. 🧬 ✨ #iwd2025 #IWD
The moving story of how Freddie Mercury of the band Queen shaped the fragrance industry for over a decade without ever launching or endorsing a fragrance. This is part of our #FieldNotes series by @futuresociety (Disclaimer: I recognize there were many other queer people and celebrities that had a tremendous influence. The focus on Freddie is not intended to erase or ignore their impact but rather highlight the unique cultural mindshare he had that spanned generations and continents.) #freddiemercury #freddymercuryqueen #90sera #80sera #fragrance #perfume #perfumetok #culture #history #future #optimism #fragranceknowledge #fragrancelover #fragrancehistory #perfumelover #fragrancereview #nicheperfume #perfumecontent #vintageperfume #iconicfragrance #storytime #didyouknow #fragrancecommunity #learnonreels #education #queerart #fragrancefigures #queerhistory #lgbtqia
The story you didn’t know behind one of the most famous fragrances. Watch for the question at the end! 😎 Thank you to @givaudan for the special opportunity to learn this story (and so much more!) from @calicebecker herself. #jadore #dior #fragrance #perfume #y2k #fragrancelover #fragrancecommunity #fragrancestorytime #behindthefragrance ##fragranceknowledge #futurist #optimism
Most fragrances begin with familiar references. Cloud Reverie began with a question: What do clouds actually smell like?
Using biology, we explored an environment we could never truly hold before and translated what we found into scent.
Sparkling. Airy. Softly sweet. Floral in unexpected ways.
What do you imagine clouds smell like?
#futuresociety #fragrance #perfume #scentoftheday #clouds
The lesser discussed conversation about gender in science is the aesthetic and coding of it. This was something I felt for a long time but have only been able to start to put into words the last 7 years or so and recently have found myself talking about more at work. This is not about perpetuating stereotypes but rather the cultural associations (for better or worse) that we have. Science, its aesthetic, its language and how it is positioned in beauty (and other industries) has inherited more typical masculine coding of course because of the history of science and women’s exclusion from it for most of its history. (And for clarity I’m really only talking about “western” science in this video). This has always felt a bit “off” to me as a scientist in the beauty industry because beauty services mostly women. It felt like branding and marketing benefited but that science still had to be coded and presented in a more typically masculine coded way. Perhaps a bit weird to think about and I hope I have organized my thoughts well here. I’m not saying one is better than the other or that these stereotypes are rooted in biological truth but rather that it is incomplete because the more “feminine” approach to science is absent. What do you think about the topic? I had thought about incorporating examples of what I view as more feminine science (examples that have inspired me). If that would be of interest let me know! #science #gender #founder #womeninstem
Just a moment for operations teams that have problems thrown at them all day long. Now that we are past the Cloud Reverie launch I asked them about all the disasters they averted but didn’t tell me about. I call it “Type 2 Fun” where it is absolutely not fun in the moment but makes for a very funny story later. “Team work makes the dream work” might sound cliche but there is so much truth. Thank you to all the incredible people on our team that made this possible. If you’re an entrepreneur or work in supply chain and operations… would love to hear your type two fun stories 🤓
The magic is in the name: Future Society’s mission is to reimagine beauty through the lens of biology ✨ Founder @jasmina.aganovic envisions a bridge between nature and beauty, and the story behind the brand’s latest launch, Cloud Reverie, reflects that connection. Swipe to see how its foundation was created, sourced from the sky and brought into the palm of our hands ☁️
Photos courtesy of @jasmina.aganovic and @futuresociety
*CLOSED* GIVEAWAY 💜☁️ Details below!
Have you ever changed so much that something you once loved no longer felt like you?
When we created Cloud Reverie, it was meant to capture expansiveness and possibility. But after becoming a mom, there was a period of time where I felt so far away from the version of myself who helped create it that even wearing the fragrance felt inauthentic.
Over time, it became a reminder that there can be beauty in change, even when we resist it. Clouds are always changing too, and somehow they never become any less beautiful.
To all kinds of moms, past, present, and future, Happy Mother’s Day 💜 – Jasmina
To enter:
☁️ Follow @futuresociety
☁️ Like and save this post
☁️ Tag someone who encourages you to look up
✨ BONUS ENTRY ✨ Share a change in your life that turned out beautiful
T&Cs:
1 winner randomly selected across Instagram and TikTok entries and notified via DM. Includes 1×50ml bottle of Cloud Reverie ($98 value). No purchase necessary. U.S. residents, 18+. Not affiliated with Instagram. Ends Wednesday 5/13 at 11:59p
#futuresociety #cloudreverie #fragrance #perfume #beautyscience
Why make a fragrance from clouds?
It started in 2021, when things felt really uncertain. There was a paper about how even cloud microbiomes were changing with less human activity, which made us look up.
There was this immediate feeling of expansiveness. Like there’s a whole world up there. And it got us thinking… what if we could bottle that feeling?
Cloud Reverie is a fragrance for when you let possibility in again. A piece of sky to wear.
- Jasmina ☁️
#futuresociety #cloudreverie #fragrance #skinscent #scentadventure
The story behind our new bottle.
We knew it was right the moment we saw it 🥹 Inspired by DNA sequencing and Elsa Peretti, it felt like our brand in a physical form.
Thank you @laurayeh_ for bringing it to life and @melzbender for connecting us.
#CloudReverie #FutureSociety #ScentAdventure #FromSkytoScent
What did it take to make Cloud Reverie?
Here’s a glimpse into the five year journey including some behind the scenes moments from our flight into the clouds to collect microbes. It was so memorable (and terrifying). But the result is worth it.
Cloud Reverie turns that invisible life we found up there in the sky into a fragrance you can wear.
Science, adventure, and a little bit of daring. Why not? This is what clouds smell like. How cool is that?
Can’t wait to hear what you think. - Jasmina
#CloudReverie #FutureSociety #ScentAdventure #FromSkyToScent
☁️ Cloud Reverie ☁️
Five years in the making.
What started as a question became a belief: we don’t have to accept the limits of what already exists. That something entirely new could be discovered if we were willing to look a little further.
Not Found. Created.
So we followed curiosity upward. Into the atmosphere. Into the unknown and Cloud Reverie is what came back with us.
Personal. Expansive. A piece of the sky for you to wear.
And tomorrow, it’s yours.
#CloudReverie #FutureSociety #ScentAdventure #FromSkyToScent
