I/ME

I/ME (pronounced "eye me") is an Italian fragrance brand launched in September 2025 in Turin by GIVET, a business-to-business beauty group [4]. It markets a line of six genderless perfumes built around the idea of layering and personalisation rather than a single signature scent, and each fragrance uses MoodScentz, a neuroscience-based technology developed by the fragrance house Givaudan.

The brand is one of the newer additions to GIVET's portfolio, arriving after the launch of the skincare brand SKINSOO and the rebrand of ICONIQUE Professional earlier the same year. As a recently introduced brand, its public history is short, but its products are in active distribution across several European markets.

I/ME is operated by GIVET SRL, based at Corso Vittorio Emanuele II in Turin. GIVET describes itself as an Italian "house of brands" that creates, develops and scales cosmetic labels, and was founded in 2022 [5]. The company says it works with a network of suppliers across more than a dozen countries for formulation, manufacturing and packaging, and that its brands are sold across 27-plus markets in Europe [5]. Alongside I/ME, the group's portfolio includes Novellista, SKINSOO, BrushArt, ICONIQUE Professional, NOBEA, Saffee, KORIKA and MEDIBLANC.

The individuals behind I/ME are not publicly named. GIVET's chief executive, Martin Vrána, introduced the brand at launch, saying the company was "entering a completely new dimension of fragrance" [4].

I/ME frames scent as something a person assembles rather than wears as a fixed identity. According to the brand, "fragrance isn't just a signature — it's something you build," and its stated aim is to give people tools to express a full range of moods rather than commit to one defining perfume [1]. The company positions the line for younger customers who, in its words, do not "fit into static definitions," leaning on language of fluidity and self-expression.

To support layering, the packaging uses a custom holder that pairs two 45-millilitre flacons, which the brand presents as an invitation to blend and personalise combinations [3]. GIVET has described the packaging as futuristic, with hand-crafted glass, metal and tactile detailing.

The brand debuted with six fragrances: 100 Kisses, Lucky U, Embrace, Epic 360, Woozy and Mystique, each tied to a different mood category such as "Happy & Blissful" or "Relax & Unwind" [4].

The line's central feature is MoodScentz, a patented technology that GIVET attributes to Givaudan and describes as designed to sync with emotional states and amplify positive moods [4]. Givaudan, which markets a version of the technology as MoodScentz+, states that it draws on more than 35 years of neuroscience research and several years of academic partnership [9]. I/ME repeats the "over 35 years of studies" framing on its own brand-story page [2].

As a 2025 launch, I/ME has limited press coverage. The fragrance databases Fragrantica and Parfumo both list the brand and its 2025 releases, with Parfumo carrying user reviews for Embrace [7][8].

I/ME is active. The brand launched in September 2025 and its six fragrances remain in distribution, sold through multiple channels including the European retailer Notino across markets such as the United Kingdom and Slovenia [5]. The brand site carries a 2026 copyright notice.