Fine’ry Expands Into Men’s Fragrances, Redefining Affordable Luxury

Fine’ry, the Target-exclusive perfume brand launched in early 2023, is taking its mission of accessible luxury to the next level with a new line of men’s fragrances. Known for its high-quality scents under $40, the brand is broadening its appeal with the addition of nine masculine-inspired options, including evocative names like Smoke & Leather and Not Another Blue.

A Step Toward Inclusivity

Though Fine’ry was originally developed as a unisex brand, its core audience has leaned female since its debut. To address this, the brand is introducing fragrances designed to resonate with men while maintaining its inclusive identity. These scents are now available in select stores and online, with plans for a larger launch in men’s grooming sections early next year.

The sleek, minimalist bottle design, a hallmark of Fine’ry’s aesthetic, remains unchanged. This approach underscores the brand’s philosophy that fragrance should be universal and approachable for all.

The introduction of Fine’ry’s men’s collection aligns with a broader trend: an increase in fragrance spending among teen boys, who recently surpassed their female counterparts in this category. This shift reflects a growing interest in luxury fragrance among younger male demographics, often gravitating toward designer names.

Fine’ry’s strategy leverages this momentum, offering scents with impressive longevity and complexity at a fraction of high-end prices. By delivering on performance without the associated cost, the brand positions itself as a compelling alternative to traditional luxury options.

Innovative Tools Keep Costs Low

Part of Fine’ry’s success lies in its innovative approach to marketing and production. The brand utilizes artificial intelligence to streamline its creative processes, enabling it to produce high-quality visuals and campaigns efficiently. This strategy allows for a leaner operation, keeping costs manageable while maintaining the visual and olfactory appeal of its offerings.

While comparisons to luxury fragrances like Le Labo and Tom Ford are common among Fine’ry’s fans, the brand maintains that its focus is on crafting unique experiences rather than replicating existing products. The goal is to create original, memorable scents that stand out in their own right.

Aiming for a Fragrance Wardrobe

The launch also taps into a growing consumer trend: the desire for a fragrance wardrobe. Rather than relying on a single signature scent, many, particularly younger generations, prefer a variety of fragrances to suit different moods and occasions. Fine’ry’s travel-sized trio featuring Ultra, Not Another Blue, and Two Billion makes it easy to explore multiple options without breaking the bank.

As Fine’ry enters its third year, its commitment to redefining affordable luxury remains unwavering. With this expansion into the men’s market, the brand continues to push boundaries.