Fine'ry Expands Masculine Fragrance Universe with New Personal Care Launch

NEW YORK, Sept. 17, 2025 /PRNewswire/ -- Following the success of its masculine fragrance debut earlier this year, Fine'ry, the brand redefining access to fine fragrance, is extending its olfactive universe with the launch of Fine Fragrance Body Washes and Deodorant Body Sprays. Available in select Target stores and online beginning September 14th, these premium products bring long-lasting fragrance and high-performance to daily grooming routines. The new collection of products complement the brand's nine bold, new masculine fragrances introduced in early 2025.

"I am excited to announce the expansion of the Fine'ry brand into Personal Care. This is a natural and strategic evolution for the brand and is perfectly aligned with our core belief that everyone deserves to feel fine," says Piyush Jain, CEO of Maesa, the creator of Fine'ry. "This expansion is a significant milestone, extending the fine fragrance experience for consumers in new spaces. Since the launch less than 3 years ago we have been thrilled by the brand love from the community and are excited to now offer them more high-quality, fine fragrance-forward body washes and deodorants that elevate everyday grooming rituals – bringing the essence of luxury into daily life, all at an accessible price point."

Since its viral debut in 2023, Fine'ry has become a go-to brand for high-quality scent profiles at an accessible price point. Following its rapid growth on TikTok, Fine'ry is now the fastest-growing fragrance brand at Target, known for its range of iconic, on-trend scents and luxe packaging, made for any occasion.

The new masculine body care line extends the signature olfactive experience into daily grooming. The aluminum-free deodorant body spray offers 24-hour odor protection, while the hydrating, sulfate-free body wash is infused with nourishing ingredients like niacinamide, aloe, and glycerin. Both products are crafted to enhance the masculine fragrance collection, delivering a full sensory experience for anyone seeking bold, confident scent in their daily routine.

The Fine'ry masculine body care collection, including the 4 oz. Fine Fragrance Deodorant Body Spray ($14.99) and the 14.5 fl. oz. Fine Fragrance Body Wash ($11.99), will be available at select Target stores and online at Target.com, with both products offered in the top five bold scents: Two Billion, Not Another Blue, Ultra, Alleged and Why Not?

• Two Billion
  A rich, warm fragrance that blends lavender with the depth of cedarwood and tonka bean, for an ambery and irresistible scent experience.
  
  
• Ultra
  A dynamic, sophisticated fragrance that blends fresh bergamot and pineapple with the boldness of black pepper, for a fresh and clean scent experience.
  
  
• Not Another Blue
  A deep, aromatic woody fragrance, combining notes of elemi, dry vetiver and amberwood for a bold scent experience.
  
  
• Alleged
  An exhilarating fragrance with an unexpected complexity of green sage, coriander, and patchouli for an intriguing scent experience.
  
  
• Why Not
  The perfect balance of classic and fresh, with invigorating sage, layered over geranium and warm amber, for a crisp scent experience.

About Fine'ry
Discover the world of Fine'ry, a brand founded and rooted in the craft of fine perfumery. Created with a simple mission - everyone deserves to feel fine - the brand is inspired by the latest trends and newest ingredients in the market, to craft unique scent experiences, and make them accessible to all. Fine'ry is exclusively available at Target stores nationwide and on Target.com. @fineryfragrance

About Maesa
The next gen beauty company, Maesa is transforming the industry by incubating and growing meaningful, innovative brands and making prestige beauty accessible. Maesa believes beauty ignites inspiration, creativity, imagination, and connection, sparking new ideas and possibilities, and meeting unmet consumer needs. Through best-in-class design, formulation, brand creation and marketing capabilities, Maesa delivers new, better and different products with an unsurpassed speed to market. Maesa works with a variety of retailers to create and launch brands across beauty and wellness categories. The current portfolio includes Kristin Ess, Fine'ry, Being Frenshe, Hairitage by Mindy McKnight, Mixbar, and Niches & Nooks among other brands. For more information, visit www.maesa.com.

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SOURCE Fine'ry