In a remarkable stride for scent technology, a female-led UK startup has clinched substantial funding. The company OW is pioneering digital innovations in smell with a focus on enhancing sleep.
Pioneering Digital Scent Technology
OW Smell Made Digital (OW), a tech startup at the forefront of digitalising scents, has secured £2.2 million in a pre-series A funding round. The funding was led by UK-based Parkwalk Advisors, which contributed £1.5 million, demonstrating their confidence in the evolving domain of scent-connected tech. In addition, the company benefited from a £0.7 million grant awarded by Innovate UK as part of its Investor Partnerships Programme. This financial backing will facilitate the advancement of OW’s pioneering technology, enabling humans to experience smell in a contemporary digital manner.
The Strategic Utilisation of Funds
The recent funding injection will allow OW to conduct comprehensive validation studies, particularly aimed at sleep interventions. Their strategy includes using biofeedback to train artificial intelligence algorithms, furthering the development of their proprietary scent technology. This approach marks a significant step towards enhancing personal wellbeing through optimised olfactory experiences, tailored specifically to individual needs and profiles for improved sleep patterns.
Founders and Academic Roots
Founded in 2019 by Emanuela Maggioni and Marianna Obrist, OW originated as a spinout from the University of Sussex. The founders’ academic connections extend to University College London, establishing a firm foundation for their technology. Maggioni’s Italian heritage contributes a unique perspective to the startup’s ambitions. Their groundbreaking work in digital scent is built upon years of rigorous academic research and development.
AI and Scent Integration
OW’s technology platform is distinguished by integrating artificial intelligence with extensive scent databases. This integration facilitates the creation and personalisation of scent profiles, which can be delivered via cutting-edge hardware. OW positions itself as one of the world’s premier platforms allowing users to orchestrate and produce digital scents, enhancing immersive experiences across multiple sectors. Expertly combining these technologies, the startup is pioneering new methodologies to improve sleep through scent stimulation.
A Growing Sector with Vast Potential
The strategic partnership with Parkwalk Advisors and the proprietary technological advancements of OW demonstrate the vast potential of the digital scent sector. As a rapidly growing field, OW’s innovations in ScentTech could revolutionise how olfactory stimuli are utilised in healthcare and beyond. This technology is not only gaining traction in academic circles but also in commercial applications, hinting at a transformative impact on everyday sensory experiences.
CEO Insights
Emanuela Maggioni, OW’s Co-Founder and CEO, highlights AI’s transformative role in ScentTech and sleep industries. “AI and machine learning open significant avenues for real-time data integration,” she says, allowing OW to combine individual biofeedback with environmental and profile data. This predictive modelling is central to delivering tailored olfactory solutions, marking a bold leap in personalised technology applications.
Future Prospects
OW Smell Made Digital’s ambition to licence its AI and hardware technology indicates a future rich with possibilities for cross-industry collaborations. By delivering personalised scents aimed at enhancing sleep, OW is paving the way for new ventures in both technology and healthcare. The company’s ongoing research and partnerships could lead to breakthroughs in scent application in digital media, R&D, and immersive digital platforms.
OW’s innovative scent technology exemplifies the transformative power of scent in enhancing wellbeing. Their work signifies a promising frontier in digitalising sensory experiences, with significant implications for future technology and healthcare advancements.
