Aramis, the prestige men’s fragrance brand under the Estée Lauder Companies, announced the launch of Intuition by Aramis. The new fragrance, which launches in August 2025, will feature former NBA player Dwayne Wade as its global ambassador.
Aramis was first launched in 1963 and was the first men’s prestige fragrance in the United States. Intuition by Aramis leverages the brand’s history and a “new kind of masculinity,” according to the brand’s press release.
“I’m excited to join the Aramis family as a global ambassador and launch Intuition by Aramis this summer,” Wade said. “Aramis is a brand that aligns with my values, and Intuition reflects modern masculinity and confidence. Fragrance is all about how you present yourself to the world. Your scent is part of your vibe, and my new fragrance truly levels up our scent-game.”
Justin Boxford, global brand president, added, “We couldn’t be more excited to be announcing Intuition by Aramis with the incomparable Dwayne Wade. From family to fashion to philanthropy, Dwayne is a visionary and changemaker who is the epitome of modern masculinity. Through the reimagination of Aramis and the collaboration with Dwayne, we are able to honor the brand’s incredible heritage while tapping into new consumers in the rapidly growing men’s fragrance market.”
Intuition by Aramis will launch in August at key global retailers.
