"Is this the aromatic equivalent of Love Potion No. 9?" Stephanie Lecava asks at Town & Country. The fragrance Molecule 01 ($135) smells like nothing, yet it's said that catching a whiff of someone wearing it can turn a bystander feral, its pheromone-like qualities attracting responses that "range from insistent inquiries to marriage proposals." Developed by indie perfumer Escentric Molecules, Molecule 01 is virtually a straight dose of Iso E Super, a common perfume ingredient that has a subtle woody aroma but arguably makes everyone smell more like themselves. Jay Z, Beyoncé, and Kate Moss all allegedly wear it — despite selling their own eponymous scents — so there must be something to it.
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