Stetson and Scent Beauty (Allsaints, Dolly Parton, Kylie Minogue, Megan Moroney, Sabrina Carpenter, Stetson) are expanding their long-running fragrance partnership with Untamed, a new men’s fragrance collection designed to modernize the American heritage brand’s appeal and attract younger consumers.
Launching on August 31, 2026, the range comprises three Eau de Parfums — Open Sky, Wild Sage and Free Rein — alongside matching body sprays. The fragrances reinterpret the American West through woody, aromatic and resinous compositions featuring ingredients such as juniper, sagebrush, cedar, palo santo and vetiver.
The launch is supported by a campaign featuring American model and actor Matthew Noszka, whose 2.5 million-strong social media following reflects the brand’s ambition to connect with a Generation Z audience.
For Stetson, the collection marks an evolution of a fragrance business established more than 45 years ago. "Untamed is a reflection of Stetson’s evolution in the category and introduces a trio of scents for a new generation to discover," said the company’s CEO Robert Dundon.
The launch also aligns with Scent Beauty’s strategy of refreshing established lifestyle brands within its fragrance portfolio. Founder and CEO Steve Mormoris described Stetson as an iconic American brand whose heritage can be reinterpreted through a contemporary fragrance offering aimed at younger consumers.
The 75 ml Eau de Parfums will retail for USD 38, while body sprays will be priced at USD 11.
Distribution begins through Stetson.com, followed by a broad U.S. retail rollout including Walmart, with national distribution across JCPenney, CVS, Boscov’s and Meijer.
