Lemon ZestOpens with
Watery NotesHeart
Haitian VetiverDries down to
Frank VoelklThe nose · 77 fragrances · also made Florentine Iris (2012)Portrait →Will you like it? Mark a few fragrances you own or love and we'll tell you.
Hugo Boss · Sold as masculine
Hugo Now
The hiss of an espresso machine two seconds before the cup arrives, where zesty citrus meets cool mint and lavender, creating a moment of refreshing clarity.
Full bottle: Mid-range tier, typically $40–100. Links open each seller's own page. We may earn a commission; it never changes the order.
Hugo NowMid-range · $40–100
41%Similar accords, often for lessZara W/END till 12:00 AM · ZaraBudget tier, under $40 · shares cardamom, mint and lavender8 matches →How it wears
From community votes · bars are each option's shareComposition & Character
Notes Pyramid
Main Accords
When to Wear
Who Wears It
The story behind the bottle.
Launched in 2020 by Hugo Boss and crafted by perfumer Frank Voelkl, Hugo Now is a fresh aromatic aquatic fragrance that captures the essence of modernity. The composition opens with lemon zest and cardamom, creating an invigorating burst of freshness that transitions into watery notes and ice, evoking a crisp morning air. This cool, refreshing top layer gives way to lavender and mint, adding a subtle herbal warmth before settling into the earthy depth of Haitian vetiver.
One generous spray is enough — the lemon zest and cardamom top notes are bright but short-lived, giving way to the lingering warmth of lavender and vetiver. This fragrance reads best close to skin rather than in a wide sillage, making it ideal for daytime wear.
Fig. 01 — Hugo Now, Hugo Boss
Where to buy.
Wear it for a week first
A decant costs a fraction of a bottle and tells you how it lasts on your skin.
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Frank Voelkl
The precision craftsmanFrank Voelkl is a senior perfumer at Firmenich who has earned a reputation as one of the most technically gifted noses of his generation. Born in Germany and trained in France, he brings Germanic precision to French artistry.
“To me, Santal 33 is my masterpiece on “perfect imperfection.””
Frank Voelkl · CaFleureBon, October 2014
Designer Hugo Boss
More from the house · founded 1924 · Germany
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Matched by accords and notes. Sample first, then decide.
The originalHugo NowHugo Boss · Mid-range · $40–100Zara · 2016Zara W/END till 12:00 AMShares Cardamom, Mint and Lavenderunder $40★ 3.79 (73)
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Suggested from accords and notes · not yet tried by wearers
What people
are saying.
Respected, if divisive: loved by 26%, disliked or hated by 12%.