A beauty incubator tried to start an AI fragrance -influencer. Human influencers were not impressed

It seems that #perfumetok is not ready for ai-generated participants.

When Slate Brands and Beauty Incubator behind Brooke Devards, naked beauty and fitness guru tracy Anderson’s fragrance line 10 July 10th introduced an influencer with a-generated influencer, the setbacks of the online fragrance community were quick.

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Lane as the “first Ai -Parfüm -influencer” in her biography the Named Iris Lane – @its_irislane – uploaded three articles in her biography – including selfies and a role with a picture of Le Labo and Jo Malone London – as a fragrance -influencer expressed their dissatisfied discussions with their introduction.

On Monday, 2025 Sephora Squad member Elise Grenier (@elisselovessmells) released a video of Instagram Reels about the account, which was concerned about a potential increase in AI influencers. “Stay vigilant and support people on the Internet who are real people,” she advised in the video. In the comment area, a fragrance, @Ashleymariedelgado, described the site as “dystopian”.

Another creator, @thenichessller, has published a screenshot from Lane’s profile in the reading “she had to block because you don’t even have a nose”, while Christina Loff, who organizes the drying -Diaries fragrance, wrote about her own history that the account was also an “immediate block” for her.

“The best part of the fragrance community is to share how things actually smell – to watch each other in social observations, to read reviews, to exchange smells – so we decide what to try,” said Loff. “So much of it is about human connection, curiosity and common nerdung. If a brand skipped all of this and uses the content of the people without asking, such a strange and lazy choice feels like this.”

In fact, the online fragrance community has thrived in recent years because fragrance experts and content creators have democratized the perfume knowledge on platforms such as Tiktok. Fragrance sales have also gone together with this growth, and today the category is growing fastest in both mass and prestige beauty per circana.

On Tuesday, the Slate Lane side wiped his contributions and uploaded an apology to the fragrance community. The account had been deleted by Wednesday.

“Our intention is to investigate how AI improve creative processes and storytelling and cannot replace the unique human ability to translate fragrance into emotion and culture,” said the founder and chief executive officer Judah Abraham in an e -mail to WWD. “Our focus is on the support of new ideas and imitation of existing.

The executive added that Slate’s interest in AI “our strategy of working with and compensating, human influencers does not change. The partnership with creator remains central to the start of products and stories that are said, we remain really fascinated by the possibilities of AI as a creative tool in beauty and printing.

Computer-generated and AI influencers are not a new concept, although they are relatively niche and generally controversial. The CGI-Influencer Shudu Gram- @Shudu.Gram on Instagram-Wurde 2017 by British photographer Cameron-James Wilson as “the first digital supermodel in the world” introduced and quickly opened Fenty Beauty’s attention to Louis Vuitton.

Many criticized Wilson, who is white because he benefited from the image of a black woman: “A white photographer has found a way to benefit from black women without ever paying one,” wrote an X user shortly after Gram’s introduction.

Lil Miquela, another CGI INFLUENCER, which was launched in 2016 by start-up Brud in Los Angeles, today counts 2.4 million Instagram followers, and was treated in a similar way with mixed opinions, even though they have designed brand business with Pacsun, Calvin Klein and much more.

The Ki modeling agency The Clecleless, based in Barcelona, launched Aitana Lopez as the first AI model and virtual influencer in 2023 as a Spanish 26-year-old.

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