Scent Beauty, Inc., the industry's leading emerging omnichannel beauty platform, is proud to announce the launch of Stetson Legend, a new luxury fragrance targeting the next generation of Stetson man. A modern, elevated expression of the brand’s iconic Western heritage, Stetson Legend embodies the same quality and sophistication that define its iconic hats, boots, apparel and accessories.

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At a higher concentration than a classic cologne, Stetson Legend is crafted with contemporary notes of upcycled cedarwood, vetiver, and wild desert sage, and is designed to resonate with a modern consumer seeking a premium fragrance that combines the spirit of the great outdoors with the sophistication of leather and woody notes.

Stetson brand ambassador Luke Grimes, star of the hit Paramount television series Yellowstone, said, “I’m honored to carry on my journey with Stetson and introduce Legend—a scent for the next generation of men who work hard and know how to clean up nice when the situation calls for it. It’s fresh yet still rugged, like the gentlemen it is intended for.” Luke's passion for fashion, music, and the American West matches seamlessly with the values of the Stetson brand.

“Stetson Legend is an exciting and modern scent profile embodying Stetson’s unparalleled heritage, quality and authenticity, and is a significant step forward in updating our fragrance portfolio” says Robert Dundon, CEO of Stetson. “It will only add to the incredible momentum around the Stetson brand overall, and we couldn’t be more excited about its launch.”

“We are thrilled to deepen our partnership with Stetson, a style leader in the American market," says Steve Mormoris, CEO of Scent Beauty, Inc. "With Stetson Legend, we are entering the market with a luxury fragrance that embodies a rugged sophistication, powered by a commitment to authenticity and craftsmanship, the perfect territory for the younger consumer."

Since 1865, Stetson has been equally at home under the open skies of the American West and in the capitals of the world, and the all-new Legend scent artfully encapsulates this duality of ruggedness and sophistication, with rare citrus notes, spices, striking aromatics, and textural wood notes. “I created this scent with a modern nomad in mind. This is a scent that’s about wanderlust, being curious, and a life well-lived,” says Ilias Ermenidis, Principal Perfumer at Firmenich and olfactory architect of Stetson Legend. “I wanted to combine textures and notes that exude a sense of rebellion, mystery, and liberation, a fragrance to be worn with a sleek tuxedo, a dress shirt, cowboy boots and jeans.”

STETSON Legend will launch October 17^th for $39.99 on Amazon.com, Meijer, Stetson.com, and ScentBeauty.com.

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About Stetson

As it has since 1865, Stetson is an iconic brand that embodies the resourceful, authentic, adaptable, and diverse core of the American spirit. A global leader in authentic American lifestyle products, Stetson is committed to a heritage of craftmanship and quality that communicates individuality and freedom. John B. Stetson’s story of perseverance continues today, over 150 years later, in step with the journey of America—ever evolving, yet timeless.

About Scent Beauty, Inc.

Scent Beauty, Inc. is the world's first multi-brand e-commerce platform for bespoke scented products through unique, culturally relevant Brands to consumers worldwide, available on ScentBeauty.com. Scent Beauty's portfolio consists of sectors that showcase the extensive possibilities of scent: Fashion, Lifestyle, Influencers, Artists, and Artisans. Scent Beauty is a leader in product innovation and subscribes to the values of diversity, sustainability, and ease of shopping from home.

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