Beauty / news
Snif to Launch Notewrks Men's Fragrance Line at Ulta Beauty
Snif is bringing its masculine-leaning Notewrks cologne line to Ulta Beauty, targeting Gen Z and Gen Alpha male fragrance enthusiasts with $74 masstige scents.
Snif will introduce its Notewrks sub-brand on Ulta.com on July 29, with in-store shelves following on August 2. The launch includes three existing colognes—Clean Getaway, Room for Dessert and Sunny Is a Feeling—plus a new scent, Double Take, featuring notes of orange blossom, apricot, sesame and sandalwood. The line is designed around traditionally masculine profiles and explicitly marketed to young male shoppers.
The move comes as the U.S. men's grooming market reached $7.1 billion in 2025, up 6.9% year over year, according to NielsenIQ, with fragrance among the fastest-growing categories. Younger consumers, dubbed 'fragheads,' are treating scent as a collectible and social accessory, helping fragrance outperform the wider prestige beauty market.
Snif co-founder and CEO Bryan Edwards said the Notewrks concept was developed several years ago through conversations with Ulta. The brand already sells 45 products at the retailer, including $68 eau de toilettes such as Sweet Ash and Crumb Couture. The Notewrks launch adds a dedicated cologne range aimed at building loyalty among young male fragrance fans.