This Perfume Recreates the Feeling of Love at First Sight…

Faith Xue

According to a recent study released by Syracuse University, falling in love only takes about one fifth of the second. 0.2 is a fragrance concept created around this idea—that one spritz is all it takes to spread love. What sorcery is this, you ask? First things first—the fragrance does not actually to promise to make those who smell it fall in love with you (sorry, one-sided lovers). It is, however, a potent and nice-smelling new perfume with a clever and intriguing premise.

“When I learned that it only takes a fifth of a second to fall in love, I knew that I had to infuse a powerful fragrance with this intention,” creator Holly Riddel says. “I wanted to create a fragrance that empowered people to realise they were in charge of their own destiny, and that 0.2 seconds is all we need to change the course of our lives.” A lofty goal, yes, but you can’t help but admire the intent. With a background in gemology, Riddel teamed up with a perfumer from Kai fragrances to create this new perfume with the “intention of spreading and receiving love.” You’re probably wondering by now: what exactly does love—or rather, this fragrance that claims to spread and receive it—smell like? We got our hands on a sample of it before the launch, and we can tell you this—the smell, though hard to pinpoint exactly, is fresh, pleasant, and easy on the nose. Italian bergamot, spearmint, musk, and oakmoss are just a few of the notes to expect, though the perfume promises to smell different on each person’s skin.

Curious? You can pick one up 0.2 at and Ron Robinson/Fred Segal boutiques, as well as other select retailers across the U.S. We won’t blame you for snatching one up for curiosity reasons alone…  

Add a Comment

More Stories