For generations, Aramis has defined scent for many men. That masculine fragrance has been a fixture on dressing tables and in travel kits around the globe. But you might have heard some rumors lately and be thinking, “Is Aramis actually going away?”
Well, the good news is, Aramis isn’t disappearing. While there are some shifts happening behind the scenes at Estée Lauder, the parent company, rest assured that the heart and soul of the Aramis brand are here to stay.
Here’s what’s happening and what you can expect:
What’s Changing at Estée Lauder:
Estée Lauder is streamlining its operations. They’re strategically winding down their Aramis & Designer Fragrances division, which was essentially the home for Aramis, along with other popular fragrance lines like Tommy Hilfiger and Michael Kors.
This doesn’t entail that Aramis is being cast aside. Instead of vanishing altogether, the brand is simply moving to a new department within Estée Lauder. It’s more like a change of address within the company, rather than shutting down entirely. The team is just moving to a new space within the overall Estee Lauder building.
What This Means for Aramis Fans:
The really important thing to know is that the core of Aramis is staying put. That iconic Aramis fragrance, the one that started it all and has defined masculine fragrances for so long, will absolutely remain available. You can still find the classic scent you’re so familiar with.
Now, a bit of housekeeping: a few specific Aramis products, like certain deodorants and some of the more niche fragrances (we’re talking about things like Havana pour Homme and Aramis 900 Herbal Eau De Cologne), have been discontinued. So, if you’re a die-hard fan of one of those, it might be worth hunting around to see if you can snag a bottle while you still can.
Better yet, Aramis has exciting things in store for the future. They’re planning to launch a brand-new masculine fragrance called Intuition in August 2025. Even better, basketball legend Dwyane Wade will be the global ambassador for this new scent. The fragrance is described as a woody, green neo-fougère and slightly different than the fragrances typically launched by Aramis. With this move, the brand will be exposed to a new, younger audience.
Why the Changes?
Estée Lauder’s restructuring is a strategic move aimed at streamlining operations and focusing resources. Integrating Aramis into another division allows the company to better manage the brand and position it for continued success in the future.
Aramis is Evolving, Not Ending
While things might be shifting behind the scenes, the core of Aramis remains strong. You can continue to enjoy the classic fragrance and grooming line that has made Aramis a staple in men’s routines for decades. And with the exciting launch of Intuition, fronted by Dwyane Wade, Aramis is clearly signaling continuity and growth. Rest assured, the legacy of Aramis is set to evolve and thrive for years to come.
