By reading how brain patterns respond to certain ingredients, IFF has identified these six emotions that can be targeted through the nose. Using an IFF algorithm called Scentcube, which comprises more than 40 years of research and study in the field of fragrance notes and how they impact the brain, the team identified ingredients that have “emotional power”.

Traditionally, Tilbury says, perfumes are more about making a personal statement. Now, she wants her scents to help people set an emotional intention for the day – not just for themselves but for the people around them who will be enjoying the perfumes too.

“I call them my invisible superpowers,” Tilbury tells Stylist. “I’ve always been inspired by the power of scent and curious why smell can transport you to another world. People tell me I’m crazy, but I’ve seen aromatherapy work. If you can elicit memories with scent, why can’t you architect your future?”

She uses the phrase “time travel” to describe the intense way certain scents can transport you into a powerful memory.

“They’re my invisible superpowers”: Charlotte Tilbury is launching 6 new fragrances designed to boost your emotions