I/ME

I/ME is an Italian fragrance brand introduced in 2025 by GIVET, a Turin based B2B beauty company, as a concept explicitly aimed at a new generation of perfume users.[1][5] Developed as a "futuristic" line, it uses neuroscience based MoodScentz technology to create compositions that are marketed for their mood enhancing potential and emotional impact rather than for traditional gendered or classical perfume structures.[1]

The brand launched with six eaux de parfum, each associated with a distinct emotional state and intended to be worn alone or layered together to fine tune how the wearer wants to feel.[1][7] Names like Embrace and other mood linked titles are positioned as tools for self expression, supported by strong visual branding that leans into sci fi and digital culture aesthetics on both packaging and promotional material.[1][6][8][10]

I/ME is framed as label free and fluid: its positioning avoids conventional categories such as masculine, feminine, daytime or evening, and encourages mixing scents to personalize intensity and character.[1][6][8] Retailers describe the collection as optimistic and uplifting, underlining the brand's focus on positivity and self definition rather than heritage, perfumer celebrity or luxury craftsmanship.[1][6]

Operating under GIVET's "unlimited beauty solutions" umbrella, I/ME sits at the intersection of functional fragrance and lifestyle branding, targeting consumers who are comfortable with tech language and wellness narratives in their beauty choices.[1][5] The brand is still in its first generation of releases, so its long term direction, flanker strategy and distribution breadth are evolving and not yet as clearly defined as more established designer or niche houses.[7][10]