One Direction Launch New Fragrance In London

Forget Beyonce‘s overpowering Pulse NYC and Rihanna‘s underwhelming Nude! Those has-beens might as well shut up shop now that One Direction has entered the lucrative perfume market, launching Our Moment in London on Thursday (June 6).

So what can a Directioner expect from the band’s signature scent? According to the blurb it contains: “pink grapefruit, wild berries and redcurrant.” It sounds more like the ingredients to fruit salad than a celebrity fragrance but we’re sold.

The “Kiss You” crooners all contributed to the final product, combining their favorite smells. “We love the idea behind a fragrance as you mix individual scents to create something so much better!” boasted Liam Payne.

The heady aroma has even been approved by the Horan clan. “I’ve tested it on my family and they love it,” attested Niall.

Our Moment is expected to hit stores in the US this fall. Watch their fancy launch video below.