Harry’s Takes a Luxury Turn with $250 Fine Fragrance Launch

Harry’s, the brand known for affordable razors and grooming products, is stepping into luxury territory with its first fine fragrance, Tamalpais. Priced at $250 and limited to just 250 bottles, the fragrance represents a surprising pivot for a brand more associated with drugstore shelves than high-end perfumery.

About Harry's New Fragrance (and Candle)

Released December 4, Tamalpais is an exclusive collaboration with Los Angeles-based artist Matt McCormick. The fragrance blends premium notes of oud and saffron and is housed in a cowboy-inspired bottle crafted by McCormick. Each bottle comes in an artisanal mixed-wood box.

Giselle Balagat, Harry’s vice president of brand, expressed that Tamalpais is about building ‘scent equity’ and connecting with Harry's audience in a fresh, meaningful way. She described the launch as part of a broader strategy to engage younger consumers, particularly through platforms like TikTok. The fragrance was initially offered to Harry’s mailing list through early access before becoming available on the brand’s website and TikTok Shop.

In addition to the fragrance, Harry’s has introduced the Inverness candle, also designed by McCormick, at a more accessible $35 price point. Available on TikTok Shop and at Revolve’s Los Angeles winter pop-up, the candle aims to reach a wider audience while reinforcing the brand’s new emphasis on scent.

Final Thoughts

Harry’s plans to use Tamalpais as a learning experience as it tests consumer interest in high-end fragrance. This isn’t the brand’s first experiment in scent; earlier in 2024, it released a $40 limited-edition fragrance called Kin, which quickly sold out.

With Tamalpais, Harry’s is entering a competitive market dominated by established luxury brands. However, the combination of a high-profile artist collaboration, limited-edition scarcity, and strategic digital marketing could make this move a game-changer in its evolution from mass-market grooming to a lifestyle brand with premium appeal.

Harry’s fans will need to act fast if they want to secure a bottle, as the fragrance is expected to sell out quickly. Could this be the beginning of a new chapter for the brand?