Forget subtlety. INITIO’s new fragrance “Power Self” has arrived, and it’s wearing confidence like a leather jacket in a boardroom. This isn’t your average spritz-and-run scent. It’s a molecular mic drop. A rebellious cocktail of aromachemistry designed to hijack your aura and leave everyone within a five-foot radius wondering why they suddenly feel both intrigued and slightly underdressed.

INITIO Parfums Privés doesn’t make perfumes for wallflowers. The brand is already known for playing with the science of attraction (cue their “Magnetic Blend” line that practically winks at you from across the room). But with “Power Self,” they’ve taken things into a more commanding direction—blurring the lines between scent and self-actualization. It’s giving dominance. It’s giving “yes, I am the main character.”

Now, let’s talk notes. You won't find tired citrus openings or predictable florals here. “Power Self” builds around sandalwood and musky, synthetic punchlines—an unapologetic structure that doesn’t aim to please everyone, because frankly, it doesn’t have to. It’s for the person who walks into a room and makes it theirs before anyone’s even looked up from their phones. Think woody, creamy, skin-hugging… with a base that lingers like a conversation you wish you'd started.

But what makes it really interesting? INITIO claims this scent triggers a biochemical response in the brain—tapping into something primal and persuasive. It's all very "science-meets-seductress," like your olfactory system just took a neuroscience class and now wants a promotion.

To mark the release, INITIO and Saks Fifth Avenue hosted an unapologetically upscale, multi-sensory launch experience at Temple House in Miami. Guests stepped into a full-blown atmosphere takeover—interactive scent installations, curated lighting, soundscapes, and yes, a crowd that smelled almost as good as the product. It was less a product reveal and more a live demonstration of what “Power Self” does to a room. Spoiler: it owns it.

And while the bottle keeps to INITIO’s signature dark, moody luxe—this time with gold accents that practically scream “executive energy”—it’s what’s inside that really does the heavy lifting. “Power Self” isn’t just genderless; it’s genre-less. This thing doesn’t slot into ‘fresh,’ ‘woody,’ or ‘oriental.’ It is the category.

As the niche fragrance world keeps playing chemist-meets-artiste, INITIO is clearly saying, “Cool, but let’s also be hot while we’re at it.” The result? A scent that doesn’t whisper. It asserts.

So if your vibe is more “boardroom seduction” than “Sunday brunch,” this might be your new secret weapon. Just don’t call it a perfume. Call it an energy.