Sissel Tolaas traveled the world collecting odors, building a library of 6,763 scents, including dirt, toys, and rotten bananas. Ultimately, her reputation led her to the perfume industry. Tolaas’ collaboration with IFF allows her to concentrate on scent 24/7. In turn, the company gets her maverick sensibility, which may lead it to untapped markets. Tolaas has also worked with companies like Ikea and Volvo to add a scent to their brands. This could mean that in the future we’ll know a company not just by its logo or jingle, but also by its smell.