Dwayne Johnson has added fragrance to the growing Papatui lineup, introducing three colognes that aim to deliver a premium experience at a lower price point. The new scents are positioned as “luxury without the luxury markup,” with each bottle priced at $40.
The actor said the goal was to create a fragrance that feels elevated but still accessible. In a press release, Johnson said, “I wanted to create something that was high-end and luxury without feeling out of reach.”
A fragrance project built over two years
The launch reflects a long development process that involved more than 170 fragrance prototypes. Johnson worked on the scents with perfumers Frank Voelkl, known for Le Labo’s Santal 33, and Jérôme Epinette, who has also worked with brands including Byredo and Sol de Janeiro.
Johnson said the team focused on more than just scent profile. “The right fragrance changes your energy the second you put it on,” he said, adding that every detail was examined so the fragrances would smell strong, last well, and fit into daily routines.
The three scents in the line
The collection includes P-01, P-07 and P-21, each built around a different scent direction. P-01 is described as a leather-like, woodsy fragrance with bergamot, cardamom and crisp apple.
P-21 leans sweeter and smokier, with ripe berry, vanilla absolute and birch. P-07 is the amber scent in the group, and the brand says it was built with “magnetic energy” through notes of bergamot, patchouli and vetiver.
How Papatui is positioning the collection
Papatui describes the fragrances as layered, transportive and long-lasting, with a modern feel that is meant to elevate the day. The brand also frames P-01 as “champion confidence, bottled,” signaling a performance-driven image aimed at everyday wear.
Although the scents are marketed to men, the brand says all three are essentially unisex. For shoppers who want to try the range without committing to a full bottle, Papatui also offers a $19 Eau De Parfum Discovery Kit with travel-sized versions of the trio.
A growing brand with a wider audience
Papatui has already built momentum since launching in 2024. The brand has become the No. 1 men’s skin care brand sold at Target, which gives the fragrance launch a built-in audience as it expands beyond skin care.
The new colognes also arrive with Father’s Day gift-giving in mind, which could help drive early interest among shoppers looking for a celebrity-backed fragrance at a relatively approachable price. With the combination of familiar names, a mass-market price point and a broad scent profile, Papatui is now moving deeper into the grooming category under Johnson’s brand umbrella.
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