Maesa launches String Theory, pheromone-mimetic fragrance

The New York-based brand incubator is launching a fragrance line incorporating Phero-Mimetic^™ technology, designed to replicate the effects of pheromones. Available exclusively on Amazon since 15 April, the range aims to meet emerging expectations in sensory experience.

According to Maesa, the technology is intended to influence perceptions of attraction, confidence and interpersonal connection, in a context marked by a growing search for authenticity amid the saturation of digital interactions.

The brand debuts with the Feral Haze collection, comprising four products – eaux de parfum ($44.97, 50ml) and rollerball oils ($24.97, 15ml) – for men and women. The scent compositions notably combine notes of rum, vanilla, amber and musk.

String Theory is the first brand developed by Maesa in exclusive partnership with Amazon. The company states it relies on the analysis of consumer search behaviour to guide its product development.