Our Moment

Lore & Background

Speculation about a One Direction perfume began in mid-2012. The first official announcement came on 5 June 2013, followed by the reveal of three bottle preview images on 6 June. The full bottle image and the fragrance itself were presented that same day at a skyscraper in London. Four-second trailers, one for each band member, were released from the week of 12 August 2013, and the full-length advert debuted on 24 August 2013, featuring a cover of 'My Favourite Things' by Diana Vickers. Liam Payne stated that the idea originated from a fan's online petition.

Reader's Guide

Our Moment holds significance as the first fragrance endorsed by One Direction, capitalizing on the band's massive global fanbase. Its commercial success, particularly as the top-selling celebrity fragrance during Christmas 2013, demonstrated the power of fan-driven marketing and social media campaigns. The perfume's launch strategy—including teaser trailers and a petition-inspired concept—set a template for future celebrity fragrances. The line included multiple sizes of eau de parfum (30ml, 50ml, 100ml) as well as shower gel and body lotion, with gift sets combining these items. The fragrance won an award at the Pure Beauty Awards for Best Female Fragrance, and received mostly positive reviews, with Sugarscape noting its quality despite potential bias. Its top notes of pink grapefruit, wild berries, and redcurrants, mid notes of freesia, jasmine, and frangipani, and base notes of creamy musk, sheer woods, and white patchouli contributed to its appeal. Our Moment paved the way for three subsequent One Direction fragrances: That Moment, You & I, and Between Us.

Did You Know?

• The idea for the perfume came from a fan's online petition, as reported by Liam Payne.
• The full-length advert featured a cover of 'My Favourite Things' by Diana Vickers.
• The fragrance was presented at a skyscraper in London on 6 June 2013.