DWAYNE “THE ROCK” JOHNSON is adding fragrance to the PAPATUI lineup — and the brand isn’t aiming small.
The new PAPATUI Luxury Cologne collection introduces three signature scents developed over a two-year process with master perfumers Frank Voelkl and Jérôme Epinette. More than 170 prototypes underwent testing before the final lineup landed on P-01, P-07, and P-21, a trio designed to bring prestige-style fragrance into everyday rotation without a triple-digit price tag.
“I’ve always believed confidence starts with the way you take care of yourself and the routines you commit to every day,” JOHNSON says. “Fragrance has always been a huge part of that for me.”
Priced at $40, the collection builds on PAPATUI’s momentum at Target, where the brand recently climbed to the top spot in men’s skincare.
Each scent pushes a different lane. P-01 leans into leather and woods. P-07 drives harder with amber and Cypress. P-21 — shaped closely with JOHNSON during development — layers smoke, bourbon, berry, and vanilla into a heavier, more lingering profile.
“Dwayne was incredibly involved,” Epinette says. “He was part of the creative process from the very beginning.”
From grooming shelves to fragrance counters, PAPATUI keeps expanding its footprint one routine at a time.
And before anyone asks: THE ROCK FATHER remains entirely unrelated to THE ROCK — though both James Zahn and Dwayne Johnson clearly appreciate a strong brand.
