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Presumably reading the word isoamyl acetate would not trigger the smell of a banana though — except perhaps in biochemists, science nerds or perfumers for whom it’s become part of their internal concept of the fruit.

The 13th scent, according to the brand’s website, comes from the actual wearer, meaning the fragrance, which perfumer Michael Carby created, offers a personal experience.

The group has also taken steps to broaden its revenue sources, announcing plans to buy high end perfumer Creed in June and a 30% stake in fashion label Valentino in July.

Verbeek also worked with perfumers to create scent sticks that museum visitors can smell while looking at models of Mondrian’s studios in Paris, London, The Hague and New York.

Reading Scent feels like going on a meandering nature walk through the history and science of fragrance, guided by a wildlife biologist turned natural perfumer.