World Taste & Smell Association

What World Taste & Smell Association does

World Taste & Smell Association (WTSA) is a New York-based 501(c)(3) nonprofit founded in 2019 that operates an advocacy, research, and commercialization platform for taste and smell science. It is co-led by Mindy Yang (CEO) and Stephanie Feuer, with a multi-stakeholder advisory structure spanning NIH, Columbia University, Monell Chemical Senses Center, Yale, the Culinary Institute of America, Osmo, and corporate R&D executives. The organization frames its addressable population around the 50+ million people affected by chemosensory disorders and the roughly 50% of those aged 65+ with olfactory impairment.

WTSA's core products combine consumer diagnostics and research instruments with curated community programming. The flagship clinical-style product is U-Smell-It, an FDA-registered olfactory screening test sold through the association's shop. Askyumi is a behavioral sensory assessment co-developed with Singapore-based Digitaste, designed to capture preference data through psychophysics and implicit association methodology. Space Sensory Lab extends the research surface into NASA-affiliated deep space food challenges (with awards up to $750,000), while UMEMA is a higher-price-point fragrance launched in 2024 to commercialize sensory IP. The Global Taste & Smell Summit, a podcast, and the #DeliciousForAll advocacy campaign serve as community and education channels.

The business model is a hybrid nonprofit stack: tax-deductible donations; tiered corporate sponsorships ($2,500-$100,000); the newer Partnership Credits Program with Innovation Cohorts (CFAP) priced at $10K-$100K+; event tickets at $20-$1,850; membership subscriptions; and a shop with low-priced items (U-Smell-It at $35, books at $20) and premium items (UMEMA at $115). Revenue concentration appears tilted toward enterprise sponsorship tiers and institutional awards, with a long tail of consumer and donation activity. The operating footprint is intentionally global, evidenced by the 2026 online summit and the Singapore partnership, while remaining a 1-10 employee organization with EIN 88-190-2767.

Name

World Taste & Smell Association

Legal name

World Taste & Smell Association

Website

https://tasteandsmell.org

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

World Taste & Smell Association is a New York-based 501(c)(3) that advances taste and smell science through diagnostics (U-Smell-It), behavioral research (Askyumi, Space Sensory Lab), advocacy, and corporate partnerships serving patients, researchers, and consumer brands.

Ownership category

akta.pro rank

Product category

Sensory Health Research & Advocacy

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844), Services-Commercial Physical & Biological Research (8731)

akta.pro primary industry

Flavors, Fragrances & Aroma Chemicals (IMAEABAE)

akta.pro secondary industries

Natural & Clean Fragrance (CRABADAG), Umami Enhancers & Savory Modulators (MSG, I+G, Yeast Extracts, HVP) (AFAJADAF), Reaction Flavors & Process Flavors (Maillard, Roasted/Grilled/Meaty Notes) (AFAJADAD)

Keywords

• Sensory science research
• Olfactory assessment tools
• Chemosensory health advocacy
• Sensory innovation programs
• Inclusive culinary education

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Donations and Charitable Contributions: As a 501(c)(3) nonprofit, WTSA relies on tax-deductible donations from individuals and organizations. EIN: 88-190-2767. Donation options include one-time, weekly, and monthly recurring contributions at various levels ($25-$500 or custom).
2. Corporate Sponsorships: Sponsorship tiers for the Global Taste & Smell Summit range from Friend ($2,500) to Presenting Sponsor ($100,000). Also includes Innovation Partner ($15,000), Research Co-Sponsor ($20,000), and Supporter ($5,000) levels. Sponsors receive logo placement, event access, and recognition.
3. Partnership Credits Program: Innovation Cohorts program with four tiers: Research Ally ($10K), Innovation Partner ($25K), Founding Collaborator ($50K), and Anchor Partner ($100K+). Partners contribute to open sensory science research and receive recognition, data access, and collaboration opportunities.
4. Event Tickets and Registrations: Revenue from the Global Taste & Smell Summit (IRL at CIA Hyde Park or online), virtual webinars, and educational presentations. Ticket prices range from $20-$50 for events, with Summit passes up to $1,850/person.
5. Shop Product Sales: Sale of sensory-related products including U-Smell-It olfactory tests ($35), UMEMA perfume ($115), books like 'Stinky and Bigs - The Smelly Adventures' ($20), and other educational/rehabilitation materials.
6. Membership Subscriptions: Friends of WTSA membership with monthly and yearly options providing first access to content, special access to classified resources (jobs, grants), event discounts, and Videos On Demand access.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels10 records

Core offering

WTSA advances the science of taste and smell through a 501(c)(3) nonprofit model combining research, education, advocacy, and sensory health programs. Core offerings include FDA-registered olfactory diagnostic tools (U-Smell-It), psychophysics-based behavioral assessments (Askyumi), the annual Global Taste & Smell Summit, the Space Sensory Lab R&D program for extreme environments, inclusive culinary initiatives (#DeliciousForAll), and consumer products like the UMEMA perfume designed for individuals with anosmia.

Product overview

The World Taste & Smell Association (WTSA) is a women-led 501(c)(3) nonprofit think tank that operates as an applied research partner and media platform. The organization's product portfolio centers on sensory science research, education, and advocacy for taste and smell health. Core offerings include the U-Smell-It olfactory test (FDA-registered smell screening tool), Askyumi behavioral assessment (psychophysics-based preference measurement), and the Space Sensory Lab (R&D for extreme environments). WTSA operates membership programs (Friends of WTSA), hosts the annual Global Taste & Smell Summit, and runs Innovation Cohorts through its Partnership Credits program including CFAP and Space Sensory Lab initiatives. Additional offerings include inclusive culinary content (#DeliciousForAll platform), educational videos on demand, the World of Taste & Smell podcast, and products like UMEMA perfume and Stinky and Bigs children's book.

Differentiator

Problem solved

Functional benefit

Brands

• Space Sensory Lab (SSL): The special-purpose R&D arm of WTSA that operates as a convenor, integrator, and applied innovation agency engaged to diagnose challenges and design sensory-driven solutions for microgravity and extreme environments.
• #DeliciousForAll
• Global Taste & Smell Summit (GTTS)

Products and services

• U-Smell-It Olfactory Test Rub-and-sniff smell test cards developed by Yale neuroscientist Derek Toomre (XPRIZE winner) that offer an accurate way to check sense of smell at home, in classrooms, or clinics. Connects to the U-Smell-It online portal for tracking sensory signatures over time. FDA-registered for smell-loss screening. Each $35 set includes $5 supporting WTSA research.
• UMEMA by Ugo Charron Limited-edition 60mL EDP perfume crafted with Emmanuelle Dancourt, designed to be inclusive for individuals with anosmia. Centers on umami flavor notes with Blackcurrant Bud Absolute, Rose Superessence, and Cacao Resinoid. 100% of proceeds support WTSA and anosmia.org.
• Stinky and Bigs - The Smelly Adventures

Quantifiable outcome

• 50+ million people impacted by chemosensory disorders globally
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

13 partnerships are on record, tiered key and core.

• DigitastekeyStrategic or Co-development Partner · 29 June 2025Singapore-based Digitaste partnered with WTSA to announce the Askyumi behavioral assessment tool. Partnership aims to build the most overlooked dataset in food science: what people choose and why. Erik Yang, Digitaste CEO, is featured WTSA advisor.
• NASA (Deep Space Food Consortium)coreStrategic or Co-development PartnerWTSA's Space Sensory Lab serves as subject matter experts and judges for the Mars to Table Deep Space Food Challenge. Partnership focuses on evaluating next-generation foods designed for deep space exploration, with up to $750,000 in NASA awards available. Registration closes July 31.
• Monell Chemical Senses CentercoreStrategic or Co-development PartnerExecutive Director Benjamin P.C. Smith serves on WTSA's leadership. Danielle Reed serves as Chief Science Officer of Monell. Collaboration on sensory research, education, and resources including Leah Holzel's anosmia recipes developed with Monell.
• Yale School of MedicinecoreStrategic or Co-development PartnerDerek Toomre, Professor of Cell Biology at Yale and XPRIZE-winning scientist, developed U-Smell-It olfactory test in partnership with WTSA. Each $35 set includes $5 supporting WTSA research.
• NIH (National Institutes of Health)coreStrategic or Co-development PartnerMultiple NIH advisors including Dr. Joshua M. Levy (NIH NIDCD Clinical Director), Paule Joseph (NIH/NIAAA Co-Clinical Director), and other researchers serving on WTSA's advisory board to advance chemosensory health research.
• Columbia University Irving Medical CentercoreStrategic or Co-development PartnerDr. Jonathan Overdevest, Director of the Smell Center at Columbia, serves as WTSA advisor. Collaboration on research and treatment initiatives for sinonasal function and smell restoration.
• MANEkeyStrategic or Co-development PartnerMANE is a fragrance house that collaborated on UMEMA perfume creation with Ugo Charron (MOFAD and Perfumarie). MANE's creative team contributed to this synesthetic exploration fragrance designed for anosmics. Multiple MANE employees are featured in WTSA content.
• Museum of Food & Drink (MOFAD)keyStrategic or Co-development PartnerMOFAD President Nazli Parvizi serves on WTSA advisory board. UMEMA perfume sold at MOFAD Brooklyn location. WTSA featured in MOFAD's 'Flavor, The World To Your Brain' exhibit.
• PerfumariekeyStrategic or Co-development PartnerWTSA Co-Founder Mindy Yang is CEO of Perfumarie, a CPG incubator. Perfumarie collaborates on events, content, and the UMEMA perfume launch. Partnership drives sensory innovation and educational programming.
• anosmia.orgcoreStrategic or Co-development Partner100% of UMEMA perfume proceeds support both WTSA and anosmia.org, the European organization dedicated to aiding those with anosmia.
• Culinary Institute of America (CIA)keyStrategic or Co-development PartnerCIA Hyde Park hosted the 2025 Global Taste & Smell Summit. Dan Vinh (VP Marketing & Communications) and Christian Santiago (Advancement Officer) serve on WTSA advisory board. Collaboration on culinary education and events.
• AbScentkeyStrategic or Co-development PartnerUK-registered charity founded by Chrissi Kelly (WTSA advisor) focused on smell loss recovery. Kelly brought personal experience and expertise to WTSA's advocacy work.
• Cosmo International FragranceskeyStrategic or Co-development PartnerDulce Almario leads C3 by Cosmo International Fragrances. Cosmo sponsored events including 'Fragrance Forward: Innovating for Gen Alpha' and contributed ingredients for UMEMA perfume development.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Givaudan: Swiss-based global leader in fragrance and flavor creation. Comparable as a broad incumbent whose F&F R&D and consumer insight work overlaps WTSA's sensory-research mission, particularly around inclusive product design.
• MANE: Global flavor and fragrance house that co-created the UMEMA perfume with WTSA. Comparable as a large incumbent in the F&F industry whose scientific capabilities overlap WTSA's sensory-science domain, though at vastly greater commercial scale.
• International Flavors & Fragrances (IFF): One of the world's largest F&F ingredient companies, serving CPG, food, and fragrance customers. Comparable as a broad incumbent in the flavors and fragrances space in which WTSA operates its sensory-science advocacy and CFAP research.

Direct peers

• AbScent: UK-registered charity supporting people with smell loss, founded by Chrissi Kelly (a WTSA advisor). Comparable as a peer advocacy/community organization for anosmia sufferers, with overlapping mission and shared leadership.
• Monell Chemical Senses Center: The world's leading independent nonprofit institute for taste and smell research. Directly comparable to WTSA's sensory-science research mission; in fact, Monell's CSO Danielle Reed serves on WTSA leadership, indicating tight collaboration rather than head-to-head competition.
• Fifth Sense: UK charity for people affected by smell and taste disorders. Comparable as a peer support/advocacy nonprofit serving the chemosensory-disorder population that WTSA targets.
• Perfumarie: CPG incubator and fragrance house led by WTSA Co-Founder & CEO Mindy Yang. Directly comparable as a fragrance product development and curation company; the relationship between the two is a related-party overlap, making it the closest commercial peer.
• anosmia.org: European organization dedicated to aiding those with anosmia; receives 100% of UMEMA perfume proceeds alongside WTSA. Directly comparable mission around smell-loss support, education, and community.

Emerging players

• Smell & Taste Association: A nascent peer organization in the chemosensory-disorder advocacy space. Comparable as a thematic peer addressing the same patient/community base as WTSA; included as a thematic adjacency rather than a fully verified competitor.
• Museum of Food and Drink (MOFAD): Brooklyn-based food museum and cultural platform; MOFAD's president Nazli Parvizi serves on WTSA's advisory board and UMEMA perfume is sold at MOFAD. Comparable as a cultural/educational platform at the intersection of flavor, sensory experience, and public engagement.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/world-taste-smell-association
• Pinterestpinterest.com/dearperfumarie/deliciousforall
• Facebookfacebook.com/worldtastesmellday

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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