Brut

Brut is a men's fragrance and personal-grooming brand whose identity is closely associated with its classic green bottle, silver-colored medallion and assertive aromatic profile. The brand was introduced in 1964 by Fabergé Inc., the American cosmetics company, and subsequently became part of Unilever after Fabergé was acquired in 1990. Brut is best known for aftershave, cologne and deodorant products, but its range has also included balms and, in selected markets, shaving products. The brand's early development combined accessible pricing with a strongly recognizable visual and olfactory identity. In 1968, Fabergé introduced Brut 33, a lower-priced variant named for its stated fragrance concentration. Brut 33 used less expensive plastic packaging and was presented as a lighter interpretation of the original fragrance. After Unilever acquired Fabergé, the Brut business was transferred into the Chesebrough-Ponds division. In that structure, Brut 33 eventually became the principal product sold under the Brut name, while the original Fabergé presentation was retained as Brut Classic by Fabergé in relevant markets. Brut built much of its public profile through mass-market advertising and sports associations. In the United Kingdom, boxer Henry Cooper became the central figure in advertising during the 1970s and early 1980s, promoting the slogan "splash it all over." Other sports personalities associated with Brut campaigns included motorcycle racer Barry Sheene, athlete David Hemery, showjumper Harvey Smith and footballer Kevin Keegan. Franz Beckenbauer endorsed the brand in Germany during the 1970s. Motorsport sponsorship also connected Brut 33 with Allan Moffat's Ford Mustang in the 1973 Australian Touring Car Championship and with an XB Ford Falcon GT in 1974. Although Unilever markets Brut across much of the world, the brand's ownership is geographically divided. In 2003, Unilever divested rights in a number of territories. Helen of Troy Limited acquired rights for the United States, Canada, Mexico, Puerto Rico and Latin America, while Pharmacare Laboratories acquired rights for Australia, New Zealand and the Pacific Islands. In June 2021, High Ridge Brands acquired Brut and other personal-care brands from Helen of Troy in the relevant territories. High Ridge Brands was subsequently acquired by Italy's Sodalis Group in October 2024, resulting in Sodalis USA becoming the regional owner in those markets. The product remains active, with regional variations in assortment and formulation. Australia produces its own Brut aftershave, described in reference material as having a somewhat different scent from products sold elsewhere. Brazil has also carried a Brut-branded lather shaving cream in a tube using the classic fragrance. The brand's enduring positioning is that of an accessible, traditionally masculine grooming label with strong heritage, broad distribution and a nostalgic connection to sports-led advertising.

Brut originated in 1964 as a Fabergé men's fragrance brand. Its early identity was built around a distinctive scent, a green bottle and a silver medallion, visual elements that helped the product stand out in the mass-market grooming category. The range expanded beyond the original fragrance to include aftershave and other men's personal-care products. In 1968, Fabergé introduced Brut 33. The variant was positioned as a more affordable and lighter version of the original, with its name referring to the stated proportion of fragrance. Its lower-cost plastic packaging contrasted with the original presentation. This created a tiered portfolio that allowed the brand to address different price points while retaining a common name and fragrance association. The brand changed corporate ownership in 1990 when Unilever acquired Fabergé. Brut was placed within Unilever's Chesebrough-Ponds division. During the post-acquisition period, Brut 33 became the principal product marketed under the Brut name in some contexts, while the original Fabergé expression continued as Brut Classic by Fabergé with its characteristic packaging. Brut's cultural visibility grew through advertising featuring prominent sports figures. Henry Cooper was the leading face of the United Kingdom campaign in the 1970s and early 1980s, associated with the phrase "splash it all over." Campaign appearances by Barry Sheene, David Hemery, Harvey Smith and Kevin Keegan broadened the sports-oriented image. In Germany, Franz Beckenbauer endorsed the brand during the 1970s. Brut 33 also appeared as a motorsport sponsor in Australia, including Allan Moffat's Ford Mustang during the 1973 Australian Touring Car Championship and an XB Ford Falcon GT in 1974. Unilever later reorganized the brand's international rights. In 2003, rights in the United States, Canada, Mexico, Puerto Rico and Latin America went to Helen of Troy Limited, while rights for Australia, New Zealand and the Pacific Islands went to Pharmacare Laboratories. Unilever continued to market Brut in many other markets, including important territories such as France, the United Kingdom and parts of the Far East. This structure means that Brut is a single international brand name with regionally distinct owners, assortments and, in some cases, formulations. In June 2021, High Ridge Brands acquired Brut and several other personal-care brands from Helen of Troy for the relevant territories. High Ridge Brands was acquired by Italy's Sodalis Group in October 2024. Brut remains an active men's grooming label. Its range continues to include fragrance, aftershave, balms and deodorants, while selected markets have offered additional products such as Brazilian shaving cream. Regional production can differ; Australian Brut aftershave has been described as having a somewhat different scent from versions sold in other markets.

1. 2024Sodalis becomes regional owner

   Sodalis Group acquired High Ridge Brands, including the regional Brut business.

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2. 2021High Ridge Brands acquires regional rights

   High Ridge Brands acquired Brut from Helen of Troy for the applicable Americas territories.

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3. 2003Rights are divided by territory

   Unilever divested rights in several markets to Helen of Troy Limited and Pharmacare Laboratories.

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4. 1990Unilever becomes owner

   Unilever acquired Fabergé and incorporated Brut into its wider personal-care portfolio.

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5. 1968Brut 33 is launched

   Fabergé added a lower-priced, lighter-fragrance variant called Brut 33.

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6. 1964Brut is introduced

   Fabergé Inc. launched Brut as a men's fragrance and grooming brand.

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An accessible, traditionally masculine fragrance and grooming brand built around a distinctive heritage scent, recognizable green-and-silver packaging and broad mass-market distribution.

• Brut OriginalFragrance and grooming1964

  The core Brut expression associated with the brand's established aromatic profile and green-and-silver visual identity. Depending on the market, the name covers fragrance, aftershave and related products.

• Brut 33Fragrance1968

  Introduced in 1968 as a more affordable and lighter interpretation of the original Brut fragrance. It was initially distinguished by cheaper plastic packaging and was later used as a principal Brut-branded product in some markets.

• Brut Classic by FabergéFragrance

  The original Fabergé-associated expression retained its distinctive presentation after Brut 33 assumed greater prominence under the Brut name in the Unilever period.

• Brut AftershaveAftershave

  A post-shave product carrying the classic Brut fragrance. Aftershave remains one of the brand's most recognizable product formats, with regional versions and formulations.

• Brut DeodorantDeodorant

  Deodorant products extend the Brut scent into everyday personal care. Availability, packaging and specific formats vary by country and license holder.

• Brut Shaving CreamShaving

  A Brut-branded lather shaving cream has been sold in Brazil in a tube, using the brand's classic fragrance.

• 1974Brut 33 Ford Falcon sponsorship

  Australia

  Brut 33 sponsorship continued with Allan Moffat's XB Ford Falcon GT.

  Outcome. The program maintained Brut 33's visibility in Australian motorsport.

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• 1973Brut 33 Australian motorsport sponsorship

  Australia

  Brut 33 sponsored Allan Moffat's Ford Mustang in the Australian Touring Car Championship.

  Outcome. The sponsorship extended the brand's sports positioning into Australian touring-car racing.

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• 1970Splash it all over

  United Kingdom

  Brut's United Kingdom advertising prominently featured boxer Henry Cooper and used the slogan "splash it all over," helping establish the brand's direct, sports-oriented masculine image.

  Outcome. The campaign became a defining part of Brut's identity in the United Kingdom and remained associated with the brand for decades.

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• 1970Sports personality endorsements

  United Kingdom · Germany

  Brut used a series of sports figures, including Barry Sheene, David Hemery, Harvey Smith, Kevin Keegan and Franz Beckenbauer, in regional advertising and endorsement activity.

  Outcome. The endorsements reinforced Brut's association with sporting achievement and traditional masculinity.

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• 2024Sodalis acquires High Ridge BrandsM&A

  Sodalis Group expanded its personal-care portfolio through the acquisition of High Ridge Brands.

  What changed. Sodalis acquired High Ridge Brands in October 2024, including the regional Brut business.

  Aftermath. Sodalis USA became the stated owner of Brut in the United States, Canada, Mexico, Puerto Rico and Latin America.

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• 2021Transfer the Helen of Troy regional business to High Ridge BrandsM&A

  Helen of Troy sold Brut and other personal-care brands in the territories it controlled.

  What changed. High Ridge Brands acquired the relevant Brut business in June 2021.

  Aftermath. High Ridge Brands became the regional owner until its acquisition by Sodalis Group.

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• 2003Divide ownership by territoryStrategy

  Unilever reorganized its rights to the Brut brand in selected international markets.

  What changed. Helen of Troy received rights in the United States, Canada, Mexico, Puerto Rico and Latin America, while Pharmacare Laboratories received rights in Australia, New Zealand and the Pacific Islands.

  Aftermath. Brut continued as a global brand but became regionally managed, with different owners and product assortments in different territories.

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• 1990Bring Brut into UnileverM&A

  Fabergé was acquired by Unilever.

  What changed. Unilever added Fabergé and Brut to its consumer personal-care portfolio and transferred the business to Chesebrough-Ponds.

  Aftermath. The change placed Brut within a global multinational distribution system and altered the relationship between the original Fabergé product and Brut 33.

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• 1968Introduce a lower-priced Brut variantProduct launch

  Fabergé sought to broaden the fragrance range beyond the original Brut presentation.

  What changed. It launched Brut 33 as a lighter fragrance in cheaper plastic packaging.

  Aftermath. Brut 33 became an important part of the subsequent brand architecture and later assumed the Brut name in some markets.

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• 2024Sodalis acquires High Ridge Brands

  Sodalis Group acquired High Ridge Brands, making Sodalis USA the owner of Brut in the relevant Americas markets.

  M&A
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• 2021High Ridge Brands acquires Brut in Helen of Troy territories

  High Ridge Brands acquired Brut and other personal-care brands from Helen of Troy in the United States and associated territories.

  M&A
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• 2003Regional Brut rights are divested

  Unilever transferred rights for several territories to Helen of Troy Limited and Pharmacare Laboratories.

  M&A
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• 1990Unilever acquires Fabergé and Brut

  Unilever acquired Fabergé, bringing Brut into its portfolio and later transferring the business to its Chesebrough-Ponds division.

  M&A
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• 1968Brut 33 enters the market

  Fabergé introduced Brut 33 as a lower-priced and lighter-fragrance variant in cheaper plastic packaging.

  Product launchPricing
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• 1964Brut is launched by Fabergé

  Fabergé Inc. introduced Brut as a men's fragrance and grooming brand.

  Product launch
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1. Brut (cologne)