Leon’s work shows that you can actually hack your olfactory system to boost memory by more than 200 percent. To explain the connection between this superhighway and memory, Leon references sommeliers. Again, this is likely thanks to the olfactory system acting as a superhighway to the memory center of the brain. And olfactory stimulation isn’t just for those looking to fend off memory loss; Leon says that olfactory stimulation may help younger populations, too. Earlier this year, Leon and his team launched a product called Memory Air, which provides olfactory stimulation for users.