Male grooming brand Harry’s has broken into the fragrance category with a trio of colognes.
The scents, each priced at US$35, were developed in partnership with French fragrance house Mane – the group behind American media personality Paris Hilton’s edp Fairy Dust.
The trio builds on the scent notes found in Harry’s body wash category.
Moonrise blends saffron flower and ginger with iris, jasmine, and olibanum.
These notes have been set against a base of dry musk, cashmeran, and tonka bean.
Cowboy Classic, meanwhile, is described as a “modern nod to the untamed American West”, featuring bergamot and pink pepper alongside cedarwood, amber, and tonka bean.
Kin rounds off the collection with blackcurrant, lychee, and grapefruit mixed with mid-notes of musk and set against a base of cashmere wood and dry amber.
The opportunity to break into fragrance was a “natural next step” for the brand after its body wash range grew in popularity on TikTok, Sadie Rutman, Harry’s Brand Manager, told Cosmetics Business.
“Over the past few years, we have built strong scent equity through our body wash line – our scents have even gone viral on TikTok as dupes for luxury fragrances.
“Guys love them, and we saw a real opportunity to bring that same approach into a premium line of colognes at an accessible price point.”
The key with the launch was to ensure a “sweet spot” between “sophistication” and also keeping its price at an accessible point – without compromising on the scent's lasting power.
Rutman added: “Unlike a lot of mass options that fade quickly, we built these fragrances from the base notes up, prioritising depth and staying power.
“Each scent evolves naturally throughout the day. And of course, packaging was important too.
“We wanted a bottle that feels refined and premium – something you would be proud to leave out on your dresser.”
The bottle features a weighted aluminium cap, frosted glass bottle and satin accents which lend the finished product an “elevated design”.
The brand’s ultimate goal was to create a product that could stand out in the increasingly saturated fragrance market.
Rutman continued: “Fragrance as a category is booming, but it is also incredibly crowded – and there are still unmet needs.
“The biggest challenge is breaking through with something truly differentiated.”
This also meant being considerate with its scent without leaning into “top-heavy, fleeting notes”, or banking on brand recognition alone.
Supporting the launch will be a marketing campaign that focuses on creative content, influencer collabs and in-person sampling initiatives.
Rutman also stated that TikTok will continue to be a big focus for the brand, as it is “where the fragrance conversation is already happening”.
When asked where she would like to see the brand’s fragrance offering in a year’s time, Rutman said: “We want to be recognised as a credible player in the fragrance space delivering a sophisticated scent experience at a great value, not just a grooming brand that dabbled in cologne.
“And of course, our goal is to continue expanding so more people can discover and experience the incredible collection.”