The U.S. men’s grooming market reached $7.1 billion in 2025, growing 6.9% year over year, according to NielsenIQ, with fragrance among the categories driving that growth. At the same time, fragrance has continued to outperform the wider prestige beauty market, helped by younger shoppers treating scent as a collectible and increasingly social category.Now, Snif and Ulta Beauty are betting that young male fragrance enthusiasts can become a meaningful new retail customer.
On July 29, Snif, the digitally native fragrance brand known for its playful, gender-fluid scents and accessible pricing, will introduce Notewrks on Ulta.com, followed by an in-store launch on August 2. Notewrks is a cologne sub-brand designed around traditionally masculine scent profiles and explicitly marketed to young male fragrance shoppers.
Notewrks launched direct-to-consumer through Snif’s website in late 2025, but Snif co-founder and CEO Bryan Edwards said the concept was developed several years earlier through conversations with Ulta. The Ulta assortment will include three existing $74 fragrances, Clean Getaway, Room for Dessert and Sunny Is a Feeling, alongside a new scent, Double Take, featuring orange blossom, apricot, sesame and sandalwood.
