The London-based fragrance house IIUVO has released its latest Eau de Parfum: BULLSHIT.

The scent was originally created with the Mexican artist Stefan Brüggeman in 2016 and took form as a candle, making this is the first time that IIUVO has translated a concept from wax to perfume. BULLSHIT packs a delicate myriad of notes, ranging from Sichuan pepper, grapefruit, and tangerine at the top, to a core of lavender, rose, and lily of the valley, and a base comprising musk, tonka bean, vanilla, and guaiac wood.

Combined, the fragrance is earthy, smokey, and a little bit sweet, making for the ideal fall-centric scent. IIUVO’s founder Leo Gibbon spoke to HYPEBEAST about the release of BULLSHIT, saying: “What inspired us is the tired narratives and archaic marketing ploys used to really sell us BULLSHIT, particularly in the industry we exist in — beauty and fragrance. Selling dreams to people in order to maximize sales, making product[s] with only one thing in mind. Subterfuge being at the center of so many of these products and brand ethos’, we thought we’d call it what it is — BULLSHIT.”

IIUVO’s campaign takes a literal stance on the fragrance’s name and its ethos. A black-and-white triptych spells out “TWO WORDS — F*CK YOU — PAY ME,” overlayed on an image of a bull defecating. Gibbon added:

“[It] represents the harsh reality of what brands are actually saying in their marketing and advertising which again is full of subterfuge. They care about one thing — play on many different nuances and emotion[s] so you buy the product and give them your money. It’s a massive F*CK YOU PAY ME. We’ve seen it even more recently in the current climate with big brands doing all they can to stay relevant and avoid ‘being canceled’ so they can keep shifting their units.”

IIUVO’s anti-conformist  nature is further channeled throughout the brand’s process. From the campaign to the scent, nothing is conventional. Furthermore, the company spent 18 months developing this fragrance — one which appears as a dark liquid in the bottle but clear once it hits the skin — and is only releasing it once it is perfect. Standing by its principles and taking time to perfect the scent came as a result of not just “roll[ing] it out as soon as we could,” which once more goes against commercial conventions.

BULLSHIT by IIUVO comes in a 100ml bottle and is priced at £155 GBP (approx. $200 USD). Check out the campaign on IIUVO’s website now, where you can also purchase the fragrance.

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