Dive Brief:
- DTC personal grooming brand Harry’s on Monday launched its first line of men’s cologne, marking “its permanent entrance into the fragrance category,” per a company news release.
- In partnership with French fragrance house Mane, Harry’s developed three initial scents for the launch: Moonrise, Cowboy Classic and Kin.
- All three fragrances are 1.7 fluid ounces and priced at $35. The colognes launched on the Harry's website and are also available on Amazon and TikTok Shop, according to Harry’s Brand Manager Sadie Rutman.
Dive Insight:
Fragrance adds another dimension to the Harry’s product portfolio, which originated as a men’s razor brand in 2013.
"Our focus has always been elevating everyday grooming through thoughtful design and exceptional quality at a great value," Giselle Balagat, Harry’s vice president, said in a statement. "Premium fragrances have long been a signature part of the care we bring to our body products — so launching a cologne line felt like a natural next step."
Fragrance as a category has also been a bright spot in the beauty industry. Over the first half of 2025, fragrance was the fastest-growing beauty segment in the mass market, up 17% based on dollar sales, according to a Circana report.
Harry’s has worked with Mane on all of its scent-forward products, so it was a natural fit to partner with them on the new cologne, according to Rutman. And while the brand is initially launching the product on its website, TikTok Shop and Amazon, Rutman sees the potential to enter additional retail channels.
“Retail expansion is always part of the conversation,” Rutman said. “We’re especially excited about taking a digital-first approach at launch — it gives us the space to tell rich stories around each scent through content, art direction, messaging, influencers, and more. Platforms like TikTok are a huge opportunity for us to join and shape the cultural conversation happening around fragrance right now.”
The launch follows a brand refresh earlier this year that included a visual component of new packaging colors and logo. And last year, the brand’s parent company, Harry’s Inc., rebranded as Mammoth Brands as a way to better describe its growing roster of like-minded companies, which now includes brands Harry's, Flamingo, Lume and Mando.
A number of companies have jumped onto the fragrance bandwagon in recent years. Accessories brand Kendra Scott launched a fragrance in 2023, and beauty brand Merit launched premium scent Retrospect in 2024.
