Bradley Cooper and Maluma shake up Hugo Boss in 2025

Perfume professionals agree that the new men’s fragrance BOSS Bottled Beyond, unveiled in September 2025, marks a symbolic milestone for the house of Hugo Boss. With Bradley Cooper, Maluma and Vinícius Júnior as its global faces, the brand articulates a message of power and inspiration, far from a simple advertising campaign.

A fragrance designed to last

BOSS Bottled Beyond stands out for its bold accord of ginger and leather. This combination is no accident, but the result of assertive technical expertise, using supercritical CO₂ extraction. This method preserves the purity of ingredients to the maximum, while at the same time being part of a more visible sustainability policy in the industry.

Our analysis of early feedback shows an enthusiastic reception, particularly for the long-lasting dimension. Several testers confirmed that the sillage lasts for more than 12 hours, reinforcing the promise of Hugo Boss: a modern fragrance for continued masculinity.

Global ambassadors

The communications strategy is based on three figures: Hollywood actor Bradley Cooper, Latino music star Maluma and modern soccer icon Vinícius Júnior. Each embodies a facet of evolving masculinity, combining authority, modernity and dynamism.

For the campaign launched at the beginning of September, the videos broadcast on the official BOSS channel feature a trio that transcends the classic boundaries of perfumery. This bold choice gives the brand a strike force comparable to the industry’s major international campaigns.

The BOSS Bottled story renewed

Connoisseurs will recall that the BOSS Bottled line has been around for over 20 years and has become a benchmark. The iconic bottle has been revisited: lacquered black, leather-finish details, gunmetal-gray cap. These elements reinforce the perception of luxury and contemporary masculine identity.

Unlike other limited editions, Bottled Beyond is part of a heritage continuity. The novelty lies both in the olfactory composition and in the design, which has been rethought to appeal to a generation accustomed to the aesthetic codes of digital luxury. Paris, the perfume capital of the world, is a key market where this version could see dazzling adoption.

“BOSS stands for confidence, integrity and the quiet strength of knowing who you are”, Bradley Cooper, actor and campaign ambassador.

A market in transition

The figures revealed show the scale: a bottle of BOSS Bottled is sold every four seconds worldwide, i.e. around 8 million units a year. With Beyond, Hugo Boss is banking on a premium extension that should boost sales even further.

One remarkable element is the absence of controversy surrounding the launch. This favorable climate allows the brand to fully control the narrative and consolidate its image with a global audience. This is rare in the industry, where communication is often accompanied by debate.

“The association of three ambassadors from the worlds of cinema, music and sport illustrates a cross-disciplinary marketing approach based on inspiration rather than on the product alone,” says luxury consultant Marc-Antoine Coulon.

A trend in tune with the times

Beyond perfume, the issue is also generational. The use of more environmentally-friendly extraction illustrates the ecological transition of the perfume industry. A promise that resonates with consumers seeking authenticity and responsibility.

Since its presentation in early September, Bottled Beyond has been seen as a natural but ambitious evolution. Specialist influencers, particularly in the beauty and luxury news categories, are praising the balance between tradition and innovation. The bold trend of contrasting accords (freshness vs. warmth) is making a bold statement.

European prospects, particularly in Paris department stores, point to a growing momentum for this edition. Autumn events are expected to raise its profile, with targeted digital campaigns and experimental retail operations.

This launch comes at a time when Hugo Boss is multiplying its initiatives, such as its refocusing on the customer experience and its collaborations. Following in the footsteps of luxury icons such as RH Paris on the Champs-Élysées, the company is establishing itself as a central player in men’s lifestyle in 2025.