The German perfumer Geza Schoen is about as far from a classic nose (the term for pro scent specialists) as you can get. Instead of looking to rose or musk, he’s always been interested in new synthetic scents—which can often get a bad rap but, in Geza’s hands, are the makings of totally unheard of inventions, like a perfume that’s designed to have the olfactory experience of...nothing. It all started when Geza discovered a lil’ old molecule named Iso E Super, which doesn’t really smell like much on its own but heightens the natural scent of whoever is wearing it. It had been used in small doses in other perfume before, but Geza went big in 2016 and created Escentric 01, which contains a whopping 65% of the ingredient. As he says, “I thought, ‘This one will appeal only to the artists, the freaks, the outsiders.’” But after early adopters reported how many strangers approached them to ask what the heck they were wearing, his fame went mainstream. The best way to describe his approach? Spray it, don’t say it.