Diesel Only Desire

Diesel has launched Only Desire, its first feminine fragrance created under the creative direction of Glenn Martens, with actress and singer Dove Cameron named as global ambassador. The new Eau de Parfum marks a significant expansion of Diesel’s fragrance portfolio, introducing a new feminine fragrance identity centred on desire as a source of confidence, creativity and self-expression.

Launching under the statement “My Desire. My Power.”, Only Desire explores the idea of desire as something to be claimed rather than suppressed, positioning instinct and personal wants as a driving force behind contemporary femininity.

Florence Lautredou, coach, psychoanalyst and writer, said:

“In antiquity, desire was often perceived as an irrational longing, an endless impulse born from incompleteness. For centuries, philosophy and society treated it with suspicion, encouraging restraint rather than expression. Over time, particularly for women, desire became something to control, soften, or silence.

Today, culture is shifting again. Desire is increasingly understood as a vital inner force, the impulse that drives movement, creativity, and self-expression. The instinct that pushes us to explore, transform, and define our own path.

With ONLY DESIRE, Diesel celebrates this contemporary vision: desire not as something performed for others, but as something owned, chosen and lived on one’s own terms.”

A new olfactory signature for Diesel

Only Desire was created by master perfumers Nelly Hachem-Ruiz and Paul Guerlain, who have built the composition around what Diesel calls its Metallic Vanilla signature. At the heart of the fragrance is a Bourbon vanilla infusion from Madagascar developed exclusively for Diesel. Sustainably grown and produced using fluid extraction, the vanilla introduces an intense, creamy and slightly smoky balsamic character.

It is contrasted with platinum aldehydes and AmberXtreme, bringing a sharper, metallic quality to the fragrance and creating a tension between softness and intensity. A proprietary Desire-Trigger Accord sits at the base of the composition.

The complete fragrance opens with bergamot oil, aldehydes, pear accord and banana, followed by a heart of cumin oil, vanilla orchid, Indian jasmine grandiflorum and rum absolute. The base combines Madagascan Bourbon vanilla, praline accord and ambery woods.

Nelly Hachem-Ruiz said:

“Vanilla has an addictive duality, both dark and comforting. By pairing it with sharp metallic aldehydes, I wanted to capture the intensity of a pure moment of intimacy.”

Paul Guerlain added:

“The metallic aldehydes act as amplifiers, pushing diffusion and creating relief. They expose the sensual volume of the ambery vanilla base instead of softening it.”

An orchid-inspired bottle pierced with Diesel hardware

Only Desire also introduces a new bottle design created to connect the fragrance with Diesel’s wider fashion identity.

The clear sculpted glass takes its silhouette from an orchid, with the flower chosen to represent femininity, resilience and sensuality. The deep-red fragrance is visible through the transparent glass.

At the centre, Diesel’s galvanised steel Oval D hardware appears to pierce directly through the glass, transforming one of the fashion house’s recognisable visual codes into part of the fragrance bottle itself.

Glenn Martens, Creative Director at Diesel, said:

“With this new chapter, we wanted to capture the DNA of Diesel: a statement of confidence, freedom, and self-expression. From fragrance to the bottle design, every detail plays with sensuality and attitude. The scent feels soft but leaves a bold presence. The same duality is reflected in Dove Cameron, the face of the campaign, who naturally brings together intensity and softness.”

Sandrine Groslier, Global President of Luxe Fragrance Brands at L’Oréal, added:

“We are thrilled to launch the first feminine fragrance designed with Glenn Martens and his team. With ONLY DESIRE, we celebrate a new generation of women who embrace their instinct, define their own identity and turn desire into power. ‘My Desire, My Power’ captures this spirit – a declaration of confidence, freedom, and self-expression.”

Dove Cameron becomes the face of Only Desire

Dove Cameron fronts the launch as Only Desire’s global ambassador, extending a career that has moved from Disney television into music, film and fashion. Cameron has built an audience of more than 74 million followers across Instagram and TikTok and joined Dua Lipa as an opening act during dates on the singer’s 2025 Radical Optimism tour. Her appointment was announced internationally in May, opening what Diesel describes as a new chapter for its fragrance business and its interpretation of modern femininity. The accompanying campaign was conceived as a visual extension of the My Desire. My Power. platform.

Directed by filmmaker Amber Grace Johnson and photographed by Harley Weir, it depicts Cameron within a surreal landscape of sculptural orchids and saturated red textures. Told through the female gaze, Cameron follows her instincts through the environment before ultimately reaching a symbolic “throne of desire”.

The fragrance represents a broader new chapter for Diesel’s beauty business. Martens has overseen Diesel’s collections since 2020, with the house continuing to extend its fashion identity into categories spanning fragrance, eyewear, watches, jewellery and Diesel Living.

Diesel Only Desire Eau de Parfum is available in the UK in 30ml, 50ml and 80ml formats, priced at £60, £85 and £110 respectively. The 80ml fragrance is available at Boots, priced at £110.