What is the story about?
What's Happening?
Harry's, a direct-to-consumer personal grooming brand, has launched its first line of men's cologne, marking its entry into the fragrance category. The launch includes three initial scents: Moonrise, Cowboy Classic, and Kin, developed in collaboration with French fragrance house Mane. Each fragrance is priced at $35 for a 1.7 fluid ounce bottle. The colognes are available on Harry's website, Amazon, and TikTok Shop. This move follows a brand refresh earlier this year and aligns with the company's strategy to expand its product offerings beyond its original men's razor brand established in 2013.
Why It's Important?
The introduction of a cologne line represents a strategic expansion for Harry's, diversifying its product portfolio and tapping into the growing fragrance market. Fragrance has been a rapidly growing segment in the beauty industry, with a 17% increase in dollar sales in the first half of 2025. By entering this market, Harry's aims to leverage its existing brand recognition and customer base to capture a share of this lucrative segment. The move also reflects a broader trend of personal grooming brands expanding into adjacent categories to enhance brand loyalty and increase revenue streams.
What's Next?
Harry's plans to explore additional retail channels for its cologne line, beyond its initial digital-first approach. The company is focusing on storytelling and cultural engagement through platforms like TikTok to build brand awareness and connect with consumers. As the fragrance market continues to grow, Harry's may consider further expanding its scent offerings and exploring partnerships with other retailers to increase its market presence.
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