Diesel has applied its edgy marketing and its image of youthful sexiness to its fragrance collection, which was launched under arrangements with Marbert Cosmetics in the late 1990s. Diesel’s fragrances typically feature bold and novel packaging. Only the Brave’s bottle is shaped like a clenched fist; Fuel for Life (for men and women) is offered in flask-shaped bottles encased in materials like leather, lace, or denim; and Loverdose’s bottle resembles a sharp-edged glass heart. With taglines like “Use With Caution” and “Finally Legalised,” Diesel continues to push the envelope in its fragrance line as well as its fashions.

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