Escentric Molecules celebrates the fluidity of love in new campaign

Over the years, our growing knowledge surrounding body chemistry and skin micro-flora has finally shed light on why certain scents smell different on different people. To put it simply, compounds within your body and your skin’s microorganisms engage with the components of a fragrance, resulting in an entirely personal scent profile. Founded in 2006, Escentric Molecules was the first brand to tap into this knowledge and pioneer a new type of fragrance brand rooted in chemistry and scientifically-based research.  

At the core of Escentric Molecules’ ethos lies the Molecule range, featuring M01, M02, M03, M04, and M05, where gender fluidity takes centre stage in the storytelling. As trailblazers in the industry, these fragrances challenge conventions and set a new standard of excellence. Denouncing the traditional fragrance structure, Escentric Molecules challenges the norms of what a fragrance can be by working with different unique chemical components and oils to formulate scents which evolve and change depending on the wearers’ personal chemistry.

For Valentine’s Day, the brand has enlisted photographer Elizaveta Porodina to capture alternative imagery reflecting Escentric Molecules’ fundamental belief that the wearer is the true protagonist. Shying away from the celebrity campaign formula beauty brands have often followed, this campaign  – entitled ‘A Molecule is a Molecule is a Molecule, Love is Love is Love is Love’ – features mysterious figures in an embrace and focuses on creating an unconventional narrative. Their skin becomes a canvas for the Molecule range to create a unique and personal story, embracing the fluid beauty of shared connections.

”Shooting this campaign has been a true labour of love – shooting with friends and muses always feels like a personal experience, and it shaped up to be a day filled with positive vibes, amazing conversations and some of my favourite images.” explained Elizaveta Porodina. “In my artistic practice, I deeply believe in the multitude of different versions of oneself – and endless possibilities of identity within one person and one life – so when I was asked to collaborate on this campaign, I was immediately fascinated by the synergy of the values and ideas between my own world and that of Escentric Molecules.”

Alongside the campaign, Escentric Molecules has also unveiled a brand new take on gifting. Breaking free from the conventional ’his’ and ’hers’ gift formula, EM has created a limited-edition ’Theirs’ Gift Set. The exclusive set allows you to choose any two 100ml Molecule fragrances at a special price, elegantly presented in EM’s exclusive Valentine’s Day Gift Box. Embracing the brand’s dedication to fluidity, the gift set invites wearers to engage with the fragrances on their own terms and go beyond the traditional sensory experience of gifting. 

Shop the collection throughout the article page and head to the gallery above to check out the campaign.