What happens when a venture capitalist known for precision bets in digital health dives headfirst into the wild world of pheromone research?
You get one of the strangest—and potentially most fascinating—collaborations in startup science: The House of Pheromones x Min-Sung Sean Kim.
Pheromone colognes and perfumes have been floating around the internet for at least 20 years now. But very few resources have evolved past loose “clinical studies”, or exaggerated claims made up by marketing teams. This is a strategic exploration of how scent-based behavioral science might influence adherence, trust, motivation, and even memory within the digital health landscape.
And at the center of this hybrid venture? Joe Masters, the enigmatic founder of House of Pheromones, who has quietly cultivated one of the internet’s most trusted platforms for real-world pheromone testing, research, and reviews.
The Strange Bedfellows of Scent and Health
Let’s address the raised eyebrows first: What do pheromones have to do with digital health?
Quite a bit, actually—if you’re willing to look beneath the surface.
Pheromones aren’t just about attraction. They’re about nonverbal signaling. Subconscious influence. Trust. Mood. Behavioral cues.
And if that sounds like woo-woo science, here’s the kicker: much of healthcare—especially behavioral health—is driven by compliance, motivation, and emotionally charged environments. All of which are influenced by scent, mood, and unconscious bias.
“If you want people to change their habits, stick to a therapy plan, or even just engage with your app—you’re in the behavioral game. And scent is a massively untapped vector.” – Joe Masters
Meet the House of Pheromones
Founded as a response to the flood of questionable pheromone products in the market, House of Pheromones has evolved into a rigorous, no-BS platform that bridges anecdotal experience with scent psychology, subtle social science, and hard-earned field data.
Think: a Skunkworks lab for the scent-obsessed. Now backed with real infrastructure, formulation expertise, and growing reach.
Joe Masters has spent over a decade testing every pheromone blend under the sun, building a loyal following, and most importantly—documenting real-world human reactions. The site’s readership spans fragrance nerds, biohackers, behavioral psychologists, and now… digital health founders.
Why Mr. Kim Got Involved
For years, Min-Sung Sean Kim has championed evidence-driven health startups. But as the space matures, so do the blind spots:
- Behavioral engagement remains weak across many health apps.
- Drop-off rates in chronic care platforms remain high.
- Trust-building with patients, especially in DTC digital therapeutics, is a persistent challenge.
So when a founder like Joe appeared—with ten years of direct experience in influencing human behavior through scent—it wasn’t a fringe curiosity. It was a signal.
Together, they’re exploring how pheromone science might:
- Improve adherence in behavioral health apps
- Increase emotional recall and trust during therapy sessions (virtual or in-person)
- Serve as priming tools for digital interventions
- Help drive habit loops in addiction recovery, fitness, or medication routines
From Cologne to Clinical?
This isn’t about turning perfume into medicine. It’s about recognizing the massive, often overlooked role of sensory inputs in health.
Imagine a meditation app that uses a primer scent to increase drop-in rate. A telehealth platform where scent cues create familiarity and trust. A PTSD intervention protocol that anchors calming cues through consistent fragrance exposure.
Sound futuristic? So did wearables 15 years ago.
What’s Next
The partnership is early—but already bearing fruit. Small-scale pilot tests are in motion. Conversations with olfactory neuroscientists, psychotherapists, and digital health PMs are underway. And a line of neuroscented primer blends—designed specifically to pair with digital tools—is on the roadmap.
If you’re in healthtech, behavior change, or scent research, this collaboration is one to watch.
And if you’re skeptical?
Good. You should be.
But in the search for real-world engagement and behavior change—boring doesn’t work. Novelty with a scientific backbone just might.
Want to explore the scent-science crossover? Check out House of Pheromones or read our deep dive into Clinical Validation in Digital Health.
He has invested in startups including American Well, Neuronation, Mimi, and most notably mySugr – which was recently acquired by Roche. Min-Sung is also a contributing writer for mediums including TechCrunch and Tech.EU and studied Business Economics at Witten/Herdecke, Harvard, St.Gallen, and in Seoul.