Hugo Now
“Hugo Now by Hugo Boss is a Aromatic Aquatic fragrance for men”
The Quick Read
Respected, if divisive — a aquatic, sponsored composition with a fresh undertone. Voted best for spring and summer wear, leaning masculine.
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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.
Composition & Character
Notes Pyramid
Main Accords
When to Wear
Who Wears It
How It Wears
Application Tips
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.
Frank Voelkl
Founding perfumer · 77 fragrances
Designer Hugo Boss
More from Hugo Boss
Edited by Scentsation Editorial
The story behind the bottle.
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.
Fig. 01 — Hugo Now, Hugo Boss
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