{"id":43737,"date":"2026-05-29T07:14:33","date_gmt":"2026-05-29T07:14:33","guid":{"rendered":"https:\/\/bookingagentinfo.com\/news\/?p=43737"},"modified":"2026-05-29T07:16:11","modified_gmt":"2026-05-29T07:16:11","slug":"dwayne-johnson-teams-up-with-papatui-for-launch-of-prestige-luxury-cologne-line","status":"publish","type":"post","link":"https:\/\/bookingagentinfo.com\/news\/dwayne-johnson-teams-up-with-papatui-for-launch-of-prestige-luxury-cologne-line\/","title":{"rendered":"Dwayne Johnson Teams Up With Papatui for Launch of Prestige Luxury Cologne Line"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Dwayne &#8220;The Rock&#8221; Johnson is growing his men&#8217;s care empire. On May 27, 2026, PAPATUI, Johnson&#8217;s grooming brand and the #1 men&#8217;s skincare brand at Target, launched its debut fragrance line, PAPATUI Luxury Cologne.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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 J\u00e9r\u00f4me Epinette of Robertet Group. Over 170 prototypes were tested, benchmarked against colognes priced above $100, with the final line retailing at $40.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Johnson was personally involved from the beginning on P-21, discussing favorite scents, memories, and ingredients until the formula felt exactly right. <\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-tiktok wp-block-embed-tiktok\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@therock\/video\/7644618567446514957\" data-video-id=\"7644618567446514957\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@therock\" href=\"https:\/\/www.tiktok.com\/@therock?refer=embed\">@therock<\/a> <p>DRUM ROLL\u2026.. \ud83e\udd41  We\u2019re breaking new ground today, dropping our first-ever @Papatui Luxury Cologne Collection.  Three premium scents, three meaningful numbers &#8211; that smell like a million bucks, but built for every guy out there.  P-01 \u2022 Leather + Woods | Foug\u00e8re Modern, bold, masculine, with a competitive edge.  P-07 \u2022 Amber + Cypress | Earthy  Refined, magnetic, and insanely addictive.  P-21 \u2022 Smoke + Bourbon | Gourmand Amber  Seductive, sophisticated, alluring, and leaves a very powerful trail.  As a fragrance enthusiast, I\u2019ve always believed fragrance has the power to instantly shift your mood, elevate your mindset and give you the confidence to walk into any room- and own it.  After two years of formulation in the lab and personally working alongside world-renowned master perfumers, Frank Voelkl and J\u00e9r\u00f4me Epinette ~ PAPATUI is delivering the highest-grade niche ingredients, allowing you to smell like luxury but without the luxury price tag.  We can\u2019t control how the world steps to us, but we can always control how we meet it &#8211; now go find your number and enjoy the Papa fragrances \ud83e\udef1\ud83c\udffe\u200d\ud83e\udef2\ud83c\udffc  \ud83e\udd43 1\ufe0f\u20e3  \ud83e\udd43 7\ufe0f\u20e3  \ud83e\udd43 2\ufe0f\u20e31\ufe0f\u20e3  Available now @Target \ud83c\udfaf <a title=\"papatui\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/papatui?refer=embed\">#PapaTui<\/a> <a title=\"1menscarebrand\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/1menscarebrand?refer=embed\">#1MensCareBrand<\/a>  <a title=\"luxurycolognecollection\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/luxurycolognecollection?refer=embed\">#LuxuryCologneCollection<\/a>  <a title=\"fragrance\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/fragrance?refer=embed\">#Fragrance<\/a> <\/p> <a target=\"_blank\" title=\"\u266c original sound - The Rock\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7644618642184735501?refer=embed\">\u266c original sound &#8211; The Rock<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Much like <a href=\"https:\/\/bookingagentinfo.com\/news\/sabrina-carpenter-launches-sweet-tooth-bite-size-mini-perfume-collection\/\" target=\"_blank\" rel=\"noreferrer noopener\">Sabrina Carpenter&#8217;s recent Sweet Tooth Bite-Size Mini Perfume launch<\/a> and <a href=\"https:\/\/bookingagentinfo.com\/news\/austin-butler-fronts-ysl-beautys-myslf-intense-fragrance-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">Austin Butler fronting YSL Beauty&#8217;s MYSLF Intense campaign<\/a>, this move confirms that celebrity-driven fragrance is one of the hottest spaces in personal care right now.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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&#8217;s live-action Moana is set to release July 10, 2026, with Jumanji 3 also in production. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">His wider brand portfolio includes partnerships with Under Armour&#8217;s Project Rock line, as well as his own Teremana Tequila and ZOA Energy brands. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PAPATUI has not previously partnered with other celebrity ambassadors, the brand has been solely Johnson&#8217;s vision since its 2024 debut. This cologne launch marks its first major category expansion beyond skincare and body care.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Takeaways<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This isn&#8217;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. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For a brand that already owns the #1 men&#8217;s skincare spot at Target, entering fragrance isn&#8217;t a pivot, it&#8217;s a power move. The men&#8217;s grooming market is exploding, and Johnson is positioning PAPATUI as a full-spectrum lifestyle brand, not just a skincare range.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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&#8217;s cultural visibility is near its peak, and that timing is no accident.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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&#8217;s lifestyle brand?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dwayne &#8220;The Rock&#8221; Johnson is growing his men&#8217;s care empire. On May 27, 2026, PAPATUI, Johnson&#8217;s grooming brand and the #1 men&#8217;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 [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[25,14,11,17,175],"tags":[],"class_list":["post-43737","post","type-post","status-publish","format-standard","hentry","category-beauty","category-campaigns","category-endorsements","category-film-tv","category-product-collaborations"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Dwayne Johnson Teams Up With Papatui for Launch of Prestige Luxury Cologne Line<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bookingagentinfo.com\/news\/dwayne-johnson-teams-up-with-papatui-for-launch-of-prestige-luxury-cologne-line\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dwayne Johnson Teams Up With Papatui for Launch of Prestige Luxury Cologne Line\" \/>\n<meta property=\"og:description\" content=\"Dwayne &#8220;The Rock&#8221; Johnson is growing his men&#8217;s care empire. On May 27, 2026, PAPATUI, Johnson&#8217;s grooming brand and the #1 men&#8217;s skincare brand at Target, launched its debut fragrance line, PAPATUI Luxury Cologne. 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On May 27, 2026, PAPATUI, Johnson&#8217;s grooming brand and the #1 men&#8217;s skincare brand at Target, launched its debut fragrance line, PAPATUI Luxury Cologne. 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