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Welcome to Launch Digest, where we bring you the latest and greatest product launches to hit the market across the DTC universe.
My 2025 NYFW started not with a bang, but with a spritz: Prada had decked out a massive venue in olive green velvet for a party in honor of the launch of Prada Paradigme, their new men’s fragrance. Maybe the Prada party sharpened my nose, but as Fashion Week continued I noticed that every man I met had a signature fragrance – and was dying to talk about it. At the W Magazine party on Thursday, I floated through the well-perfumed crowd, catching snippets of conversation about the colognes supplied in the party’s hefty goodie bags. And with Ralph Lauren’s men’s fragrance launch party on the docket for Saturday, it looks like I’m in for another weekend of conversations about things like musk and amber.
All this cologne chatter made me wonder: is fragrance the new frontier in men’s growing investment in self care? If so, who is poised to take advantage of this expanding market? As of 2023, men’s fragrance is a $33 billion industry. According to a piece in WWD, the sector’s growth rate is even outpacing women’s fragrance. With websites like Scentbird offering perfume sample subscriptions, the bar to entry has lowered for people curious about the world of luxury fragrance, but reluctant to splurge on a full bottle. Allowing people to discover their scent preferences without committing to an expensive bottle off the bat seems like an innovation that can only mean more growth for the sector. And as brands increasingly emphasize seasonal fragrances in the same way they promote seasonal dressing, our perfume shelves could be getting a lot fuller in the coming years.
For this week’s Launch Digest, I’m starting out with a deep dive on recent men’s fragrance launches (plus some of my favorite late summer treats that I can’t wait to add to my pantry):
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First Up: Prada Paradigme
Prada not only knows how to throw a good launch party – they also know how to craft a good scent. With top notes of bergamot blending seamlessly into geranium heart notes and an amber base, their newest launch Paradigme is anchored by a woody, warm amber essence. With an eye toward sustainability, the bottle is designed to be refilled.
Trending: Masculine Fragrances…At 2 Very Different Price Points
D.S. & Durga launched their newest unisex fall fragrance: Cognac Reign EDP. Inspired by co-founder and perfumer David Moltz’s lifelong love of Baroque music, this scent pays homage to his father’s morning symphonies and the grandeur of Versailles soirées. Like Paradigme, bergamot and woody notes take center stage in the new fragrance.
On the opposite end of the price spectrum, Maison Francis Kurkdjian has announced Baccarat Rouge 540 Édition Millésime, an ultra-limited release of only 54 pieces per year. A bottle of the precious limited run fragrance will set you back a stunning $25,000. The high price tag comes in part because of the fragrance’s use of ultra-rare ingredient ambergris. Each bottle and luminous base is handcrafted by the artisans at Baccarat with over 500 hours of work per piece.
Trending: Late Summer Flavors
Summer may technically be over, but summertime flavors continue to pop up on shelves. First up: Graza, the internet’s favorite olive oil brand, has teamed up with BjornQorn for a limited-edition Extra Virgin Olive Oil & Sea Salt Popcorn. This is the first time BjornQorn has ever been popped in EVOO. As someone who’s a recent convert to making popcorn at home with Graza’s olive oil, I can’t wait to sample this collab.
Summer flavors continue to go strong in the gummy space as well! Create Wellness launched its newest limited-edition creatine gummy flavor this week: Sour Peach. Create Creatine Gummies are NSF Certified for Sport, third-party tested, and packed with 15g of Creapure® creatine monohydrate in each serving. Sour Peach joins their line up of existing flavors like Sour Cherry, Orange, Sour Green Apple, Watermelon, and Blue Raspberry. A treat!
Before You Go…
- Kosas has launched a new limited edition shade for my current favorite lip product, Kosas Wet Stick. They’ve released the best-selling Wet Lip Oil Gloss shade, Unbuttoned, in their signature Wet Stick and Hotliner formats, making Unbuttoned a “full lip wardrobe.”
- K Beauty Masking Brand LOOPS launched LAYERS, a first-of-its-kind line of customizable hydrogel body patches, made with the brand’s signature Korean hydrogel technology and designed to treat everything from breakouts to stretch marks, at home or on the go.
- Naturium launched its first-ever toner! The Multi-Bright Milky Toner and Multi-Bright Advanced Serum is a powerful yet gentle two-step routine designed to exfoliate, hydrate, and illuminate for skin that looks as healthy as it feels.
Happy shopping. Email me directly – hannah@thequalityedit.com – with any launches you’d like to see in the spotlight, or DM us over @thequalityedit.
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