On Thursday, it smelled like teen spirit in London, with One Direction having debuted a new fragrance, "Our Moment," which will hit store shelves nationwide in September.

The new endeavor, which has been in development for a year, comes in a petal pink bottle with a "bedazzled crown and touch of tulle," according to MTV Style. It features the boy bandmates' - Niall Horan, Zayn Malik, Louis Tomlinson, Liam Payne and Harry Styles - faces next to a floral graphic to appeal as a feminine perfume, which ranges in price from $20 to $59.50. 

For photos from the launch event, click HERE.

"It's been a long and exciting process, but we're really proud to have a One Direction fragrance," Styles said. 

With topping the charts and selling out arenas across the globe, how did they find the time?

Apparently, this signature perfume is far from their first foray into beauty. 1D announced their first nail polish collection last month, and plan to keep the momentum going with this new effort.

The fragrance is a mixture of their favorite scents, described as a "vibrant, playful fruity floral" with pink grapefruit, wild berries, redcurrents, jasmine, freesia, musk and a dollop of patchouli, according to the Daily Mail.  It will also come in a body lotion and shower gel. 

The melting pot of smells has Payne also going crazy. "We love the idea behind a fragrance as you mix individual scents to create something so much better!," he said. It was a "complicated work of art," with the boys putting in much time, consideration and love into the project, he added.

And Niall used his family to test the product. "...They love it - and we can't wait to show it to our fans across the world." He thinks it will make a befitting Christmas gift for his family.

Already, fans are going crazy for the scent on Twitter. Any Directioners going to buy it later this year?

Tell us below and check out a video of the launch event!