For SUPERCHARGED collection, INITIO reimagines its iconic diamond signature by letting it break free from its frame, extending beyond the bottle and the outer pack. A deliberate design choice inspired by the very nature of JOY: expansive, contagious, impossible to contain. The transparent glass bottle reveals the intensity within, enhanced by silver-blue reflections that catch the light like a pulse in motion. Each fragrance expresses its own chromatic energy: vibrant orange for SUGAR BLAST, electric blue for WILD RUSH. A striking, sensorial object designed as a visual amplifier of an emotion that refuses boundaries.

Joy as a life force: after love, JOY is one of the most essential human forces. JOY moves us forward. JOY shapes the way we live. JOY fuels the way we connect. JOY is contagious and plays a key role in well-being and longevity. Yet today, this force is under strain. Global studies point to a JOY deficit. 45% of people report they haven’t felt genuine JOY in over two years, and 1 in 4 no longer clearly recognizes what JOY feels like. For INITIO, the direction became obvious. If fragrance can act on emotional states, then JOY had to be explored as a force that moves beyond the individual, into connection, vitality and shared well-being.

JOY is not a single emotion. It is a dynamic, neurobiological cascade shaping pleasure, engagement, and vitality. This is where SUPERCHARGED begins. With science. INITIO’s research led to a key insight: JOY does not come from one molecule alone, but from the activation of multiple neural pathways within the brain’s reward system. From this was born the JOYDROP complex, a proprietary molecular system designed to stimulate these pathways and amplify JOY in its most vibrant form. Embedded at the core of SUGAR BLAST and WILD RUSH, it transforms scent into a functional trigger of aliveness.