People voted for President Donald Trump, they wore his shoes, his hats, and his watches, and soon they’ll be able to make calls on his phone. Yet there is seemingly always another addition to the ways in which one can experience all that is Trump: which brings us to the latest entry to the commander in chief’s ever-expanding fragrance collection.
Victory 47 for Men promises “rich, masculine notes with a refined finish” without actually listing any of the ingredients or its scent profile. Helpfully, early reviews from users at fragrance forum Parfumo describe it as “oriental-fruity” but score it at just 1.9 out of 10.
Price-wise, at $249 for 3.3 fluid ounces, it’s comparable with mainstays of blockbuster luxe lines, such as Tom Ford Noir Extreme ($240 for 3 ounces)—but the cachet between the two is likely as far apart as Tom’s and Donald’s politics.
Fragrances might seem like an odd choice for a personal brand that prides itself on plain-talking and masculine tropes, but according to NPD Group data, celebrity fragrances in the US amounted to $148.5 million between August 2022 and 2023—a 30 percent increase from the same period the year before. And while it’s not exactly memecoin money, who wouldn’t want a piece of that pie when you can leave the grunt work to a third party?
That upper-but-not-quite-niche $249 pricing also puts Trump fragrances ahead of the more sophisticated celebrity scent sphere. At one end, names such as Jennifer Lopez and Antonio Banderas have long cluttered pharmacy shelves across the world with their lower-market-end-conquering offers (think $25 a pop). Stars such as Ariana Grande are next on the ladder, capturing a huge market with candy-sweet bottles that go for $45 to $68. Then we have our Rhiannas and Billie Eilishes in the $140 ballpark—affordable luxury.
It’s not The Donald’s first foray into the world of celebrity stink, of course—back in the misty, pre-presidential days of 2004 we had Donald Trump The Fragrance (courtesy of midrange powerhouse Estée Lauder), then Success by Trump in 2012 followed by Empire by Trump in 2015 (both by the parent company of Parlux, which produces Eilish’s fragrance line).
Of course, this isn’t the first time we’ve wondered what power actually smells like: JFK famously wore both Eight and Bob and Jockey Club during his time in office, but he wasn’t licensing his name and “likeness” to a third party churning out products that he’d likely never purchase himself.
Still, the Trump brand-diffusion plan has caught the eye of fellow authoritarians. Former Brazilian president Jair Bolsonaro has his own line of fragrances courtesy of Brazilian beauty brand Agustin Fernandez—though retailing in the distinctly less-premium neighborhood of R$300 (US$50).
Like Melania Trump, Michelle Bolsonaro, former first lady of Brazil, also got in on the action with the launch of their line in 2024. Perhaps Donald will swap complimentary bottles with Jair, or maybe there’s a rare flacon of the Putin-inspired Leaders Number One winging its way over from Russia? The mind—and nostrils—boggle.
