Fine’ry is expanding its product assortment through its latest launch of men’s fragrances.
The brand, which is sold exclusively through Target, has introduced 12 new fragrances, nine of which evoke more masculine scents, including its Aqua Venture fragrance, which smells like juniper, sea salt and green moss, and its Smoke & Leather fragrance, which smells like smoky tobacco, guaiac wood and black leather.
The latest scent expansion builds on Fine’ry’s brand positioning of producing unisex fragrances, according to Nadia Khan, senior vice president of brand marketing at Maesa, Fine’ry’s parent company.
“Our fragrances are for everyone, and our brand mantra is ‘Everyone deserves to feel fine,’” Khan said in an email. “Following our unprecedented success at launch a couple of years ago, we’ve seen a strong demand for commercially driven men’s fragrances and expanding into this olfactive territory is a natural next step for Fine’ry.”
The launch was driven by the “dynamic and increasingly inclusive” nature of the fragrance market this year, which includes greater interest from younger generations, according to Khan.
“Trends like teen boys embracing fragrance reflects a generational shift in how scent is viewed,” Khan said. “Younger consumers, particularly Gen Z and Alpha, are exploring fragrances as part of their self-expression toolkit, just as they do with fashion or music.”
Maesa Group — which also houses brands like Kristin Ess, Hairitage, Being Frenshe and Flower — in 2023 launched Fine’ry as a line of “luxury-inspired” perfumes. The brand offers body mists, eau de parfum and eau de cologne, with most products priced at $35 or under.
"Fine fragrance should be an attainable luxury for everyone," Dana Steinfeld, senior vice president of marketing and product development, said in a statement at the time of the brand’s launch. "We were inspired to democratize the category and open up the world of artisanal fragrances.”
While Fine’ry markets itself as an accessibly priced brand, the prestige fragrance market has seen a strong year. Fragrance was the fastest-growing prestige beauty category, growing 12% in the first half of 2024 compared to the same period in 2023, according to an August report from Circana. The report signaled that lower-priced products within the prestige category, including body sprays and mini-sized products, contributed to the category’s growth. Body mists and sprays, with most priced under $25, saw sales revenue more than double during that period.
“Younger consumers are also fueling the dupe culture trend, which is a particular bright spot in the mass fragrance market, where private label brands grew more than 50% — many brands of which are touted as affordable duplicates of prestige and luxury brands,” per the report.
