Men’s Grooming Brand Harry’s Launches Three Colognes

Harry’s is betting big on accessible fragrance. 

The men’s grooming brand is launching its first three colognes, each priced at $35 for a 50ml bottle, on Monday, including Kin, a floral musk; Cowboy Classic, a woody amber, and Moonrise, an amber musk. The collection, developed in partnership with French fragrance house Mane, will be available direct-to-consumer and on Amazon and TikTok Shop to start. This news follows Harry’s recent launch of its newest razor innovation, the first since the brand’s 2013 founding. 

“Fragrance felt like a natural next step for us, and so over the last couple of years, we’ve definitely built this strong scent equity, particularly through our body wash business,” said Harry’s brand manager Sadie Rutman. “We continuously get amazing feedback from our customers on the scents, how premium [and] sophisticated they are.…We saw this as an opportunity to bring the same approach with that more premium line of colognes but at an accessible price point.” 

Thanks to its digital-first approach, Rutman said the brand tested Kin via its online business to better understand the consumer and ensure a line of premium fragrances would be a fit. 

“We’re aware that the fragrance space in general is booming right now, but there still are unmet needs, and we felt like Harry’s could come in and capitalize on those in a very Harry’s way, because we see the momentum, and we see the interest here in the category,” she said. 

Mass fragrance has become more of a focus within the industry, as retailers like Target have recently doubled down on the category by highlighting and expanding their assortments. Therefore, the Harry’s team was strategic in pricing the product at an accessible sweet spot. 

“We wanted to make sure we weren’t compromising on anything and making sure that this felt like a little piece of luxury that still is accessible and attainable and doesn’t feel like too much of a splurge,” Rutman said. “On the flip side of that, there’s the danger of being priced at too much of a value and diminishing your quality perceptions. Where we landed ultimately took all of that into account [and] took in the competitive landscape.” 

To give the bottles a luxurious feel, the Harry’s team employed frosted glass and a weighted aluminum cap featuring a wave pattern inspired by the fragrance’s notes.

To ensure Harry’s colognes were offering customers the most bang for their buck, the team focused on the base notes, which would ensure the longest lasting wear. 

“One of the biggest pain points in the fragrance category in general is just that secents don’t last.…We wanted to put a lot of care and effort and intention into those base notes and building our profiles in a way that even when the top notes burn off, you’re still left with this strong, beautiful, evolving base,” Rutman said.