- PAPATUI, Dwayne Johnson's award-winning men's care brand and the #1 men's skincare brand at Target, launched its first-ever fragrance collection, PAPATUI Luxury Cologne, on May 27, 2026.
- The three-scent collection was developed over two years alongside master perfumers Frank Voelkl of Firmenich and Jérôme Epinette of Robertet Group, with over 170 fragrance prototypes tested against colognes priced well above $100.
- The collection: P-01 (Leather + Woods), P-07 (Amber + Cypress), and P-21 (Smoke + Bourbon), is designed to deliver prestige-level fragrance performance at an accessible $40 price point.
- Johnson was personally involved in the creative development of P-21, helping shape the scent's direction from concept through to final formula.
Dwayne “The Rock” Johnson is growing his men’s care empire. On May 27, 2026, PAPATUI, Johnson’s grooming brand and the #1 men’s skincare brand at Target, launched its debut fragrance line, PAPATUI Luxury Cologne.
The three-scent collection: P-01 (Leather + Woods), P-07 (Amber + Cypress), and P-21 (Smoke + Bourbon), was built over two years with master perfumers Frank Voelkl of Firmenich and Jérôme Epinette of Robertet Group. Over 170 prototypes were tested, benchmarked against colognes priced above $100, with the final line retailing at $40.
Johnson was personally involved from the beginning on P-21, discussing favorite scents, memories, and ingredients until the formula felt exactly right.
Much like Sabrina Carpenter’s recent Sweet Tooth Bite-Size Mini Perfume launch and Austin Butler fronting YSL Beauty’s MYSLF Intense campaign, this move confirms that celebrity-driven fragrance is one of the hottest spaces in personal care right now.
PAPATUI, launched in 2024, has already earned GQ and Esquire Grooming Award recognition across its skincare and body care lines. On the film front, Johnson’s live-action Moana is set to release July 10, 2026, with Jumanji 3 also in production.
His wider brand portfolio includes partnerships with Under Armour’s Project Rock line, as well as his own Teremana Tequila and ZOA Energy brands.
PAPATUI has not previously partnered with other celebrity ambassadors, the brand has been solely Johnson’s vision since its 2024 debut. This cologne launch marks its first major category expansion beyond skincare and body care.
Takeaways
This isn’t just another celebrity cologne. Johnson spent two years and stress-tested over 170 formulas, and the $40 price tag is a direct challenge to the idea that prestige fragrance has to cost a fortune.
For a brand that already owns the #1 men’s skincare spot at Target, entering fragrance isn’t a pivot, it’s a power move. The men’s grooming market is exploding, and Johnson is positioning PAPATUI as a full-spectrum lifestyle brand, not just a skincare range.
The fact that he was personally in the room shaping P-21 speaks to the shift happening in celebrity brand-building: founders vs. endorsers. With Moana in theaters this summer and Jumanji 3 in production, Johnson’s cultural visibility is near its peak, and that timing is no accident.
Can a $40 cologne genuinely disrupt the prestige fragrance market, or will luxury consumers still gravitate toward higher-priced labels? With fragrance now added to skincare, body care, and deodorant, is PAPATUI quietly becoming a full-scale men’s lifestyle brand?
