How science can transform the fragrance industry? | Freideriki Michailidou | TEDxZurich/... shares her expedition to Mount Olympus

In this captivating talk, scent scientist and entrepreneur Dr. Freideriki (Frida) Michailidou takes the audience on an extraordinary journey on her quest to create sustainable fragrances that honor biodiversity and cultural heritage. Combining cutting-edge science with heartfelt storytelling, Frida shares her expedition to Mount Olympus, where she studied the rare aromatic plants of Greece’s highest peak to inspire her unique and innovative perfume creations. Amid the challenges of conducting field research—including her personal battle with COVID-19—Frida highlights the power of resilience and creativity, paving the way for sustainable innovation in fragrance creation. Frida’s talk is a call to action for a harmonious future where technology and tradition meet to protect nature while celebrating the beauty and memories evoked by scent. Through her work, she highlights the profound role fragrances play in shaping human identity and preserving cultural narratives. Dr. Freideriki (Frida) Michailidou is a trailblazing entrepreneur and accomplished scientist with over a decade of international experience spanning biotech, pharma, and academia. As a researcher and lecturer at ETH Zurich, she led groundbreaking work in developing sustainable fragrances by blending biotechnology, perfumery, and consumer science. Frida’s pioneering spirit even took her to the heights of Mount Olympus, where she scaled nearly 7,000 feet to capture volatile emissions from rare, protected plants. Her transformative research in sustainable fragrances has earned her prestigious accolades, including being named an “MIT Innovator under 35 Europe” by the MIT Technology Review and receiving the UK Alumni Award Greece (Science and Sustainability) from the British Council. Currently, as an entrepreneur, Frida is pioneering sustainable luxury fragrances, dedicated to merging science with sustainable business practices. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx