GIVET Unveils I/ME: A Futuristic Perfume Brand Powered by Neuroscience

Turin, September 2025 – GIVET, the Italian B2B house of brands, announces the launch of I/ME (pronounced “eye me”), a disruptive fragrance concept designed for a new generation of consumers. Branded under the claim FEEL YOUNIVERSE, I/ME follows the successful debut of SKINSOO and the rebrand of ICONIQUE Professional earlier this year, marking another strategic milestone in GIVET’s growth journey.

I/ME blends science, emotion, and individuality. Each fragrance is powered by a patented neuroscientific MoodScentz™ technology developed by Givaudan, designed to sync with emotional states and enhance wellbeing. The collection introduces six genderless scents, created for layering and personalization, reflecting the dynamic way how younger customers expresses identity and mood. 

Martin Vrána, CEO of GIVET, commented: "With I/ME we are entering a completely new dimension of fragrance. This brand reflects how today’s young generation lives: fluid, individual, and constantly evolving. By combining neuroscience with bold creativity, we are not only launching perfumes but giving people the freedom to express their emotions and identity in new ways. It is a statement of what GIVET stands for: innovation that connects deeply with consumers and inspires the market.”

The launch portfolio introduces six distinctive scents: 

  • 100 Kisses – a floral-fruity-gourmand. Sweet, playful, and totally irresistible. Just like your delulu fantasy crush. 
  • Embrace – a warm oriental-spicy-gourmand. Warm, soothing and enhancing the sense of belonging, it wraps you in calm, connection and feel-good energy.
  • Lucky U – a floral-gourmand-woody fragrance. Full of optimism, new chances and magic moments when luck shows up unexpected.
  • Mystique – a floral-oriental-fruity composition. Like cosmic energy, secret spells and pure allure wrapped in one scent. 
  • Epic 360 – an oriental-woody-amber scent. Drama, thrill, and pure excitement in a bottle, turning basic moments into legendary ones.  
  • Woozy – a woody-aromatic-citric blend. A whirlwind of energy, adventure and just the right amount of chaos. 

With its futuristic packaging design, hand-crafted glass details, and a dual-flacon holder concept, I/ME challenges traditional fragrance norms. More than a perfume, it is a statement of fluid identity, offering consumers the freedom to build and shift their scent according to mood, moment, or setting. 

The launch of I/ME follows a strong first half of 2025 for GIVET, with over 650 000 products sold across 27 markets and continued category growth in skincare, fragrance, and makeup. With a portfolio that now spans eight active brands, GIVET continues to strengthen its position among Europe’s fastest-growing beauty houses. 

About I/ME 

I/ME is a next-generation perfume brand that blends neuroscience, emotions and individuality to create mood-enhancing fragrances. Designed for layering, each scent is powered by MoodScentz™ technology and crafted for fluid self-expression without labels or limits. With futuristic packaging and six debut compositions, I/ME redefines fragrance as a tool for expressing your inner universe and helps manifest your own reality in the outer world. 

About GIVET 

GIVET is an Italian B2B beauty house of brands founded in 2022. The company builds, scales, and elevates personal care brands across skincare, fragrance, haircare, oral care, and makeup. With more than 6 million products sold across 27 markets, GIVET combines insight-driven innovation, asset-light operations, and marketing support to deliver scalable beauty solutions for retailers and distributors. Its portfolio includes KORIKA, NOVELLISTA, ICONIQUE Professional, Saffee, MEDIBLANC, BrushArt, NOBEA, SKINSOO, and the newly launched I/ME. 

For business inquiries reach: sales@givet.it