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Moodify Raises $8 Million for Scent Digitization

Yigal Sharon.

Moodify CEO Yigal Sharon. Photo Moodify

Moodify is an Israeli tech startup that is developing technology to “digitize” scent. Moodify raised $8 million in equity financing from CPG giant Procter & Gamble is a key investor in the round Toyota Ventures, OurCrowd, Next Gear Venture Partners, and Taisho Pharmaceuticals.

One of the scariest things about the Coronavirus is how it affects the sense of smell and taste. Can you imagine not being able to smell or taste things, even for just a brief period of time? How would you know if what you are eating has spoiled? How would it feel to not be able to take in all of those nice scents from flowers or bakeries that you pass by on the street? The sense of smell can also alert us to dangers.

So, when we watch movies or look at things online, we do not get the full, real experience of something because we cannot smell it. Even 3D movies and holograms fail to offer this. There was even at one time an attempt to have a scent version of 3D movies where audiences were given scratch cards and told when to scratch a specific spot to experience the right scent at the right time. No joke here! That really once happened.

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So, what if there were a way to transmit scents through the internet? What if you could actually smell that rose, coffee or even animal that you look at on Google? Or, what if you could actually smell the sea when watching a scene at a beach during a movie, or the scent of the streets of a city like New York?


So, what does Moodify do that can make this a reality?

Founded in 2017, Moodify makes use of and develops unique active scents that enable people to “improve their performance, enhance their wellbeing and increase their safety.” The company’s new tech is based on more than a decade of research at the Weizmann Institute of Science in Israel. Moodify says that its scents affect the olfactory sense in a “non-invasive and safe manner.”

Moodify has isolated the way in which people perceive the specific physico-chemical features of scent molecules and the molecules themselves. In this way, they are able to digitally communicate and print scents via the internet.

Headquartered in Tel Aviv, Israel, Moodify was selected for Capsula, a TAU & the Israeli Government accelerator, and is a part of the Renault-Nissan Mitsubishi Alliance TLV Innovation Lab, TLV CityZone and DriveTLV innovation Center for Smart Mobility.

“We are very excited to have a world-class group of investors and partners giving this vote of confidence and working together with us to enhance Moodify’s AI capabilities to an even higher level of accuracy and efficacy, and bring the revolution of digital scent to consumers within the coming years,” said Yigal Sharon, Moodify’s CEO and co-founder.



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