Following sneakers and watches, fragrance is President-elect Donald Trump’s latest merch venture.
On Dec. 8, he announced the launch of his “Fight Fight Fight” men’s cologne and women’s perfume on his social media platform Truth Social, using a meme-style photo of him and First Lady Jill Biden to promote the fragrances.
With Trump’s typical gold colour scheme throughout the branding, there are scant details on what the fragrances smell like. The description of the women’s fragrance simply says it has “delicate floral notes and a burst of citrus,” while the men’s is described as a “rallying cry in a bottle.”
Meanwhile, “Victory 45″ cologne and perfume, with the cologne bottle featuring a gold bust of Trump’s head, are marked as sold out on Trump’s fragrance site after being sold through the Trump Sneakers site earlier this year.
This is not the first time Trump has been in the fragrance business. A Bloomberg review of his 2012 “Success” cologne said at the time that it smelled like a “nice men’s body wash.” In 2004 he launched “Donald Trump: The Fragrance” through a licensing deal with Estée Lauder Companies.
On an FAQ page, the Trump Fragrances website states that the fragrances are not connected to the Trump political campaign. The company listed as the contact for Trump Fragrances is the same as that affiliated with Trump’s sneaker brand, 45Footwear, LLC, which has an address listed in Wyoming. Manufacturing partners and who owns the LLC has not been disclosed. The description states that “45Footwear uses Donald J. Trump’s name, likeness and image under paid license from CIC Ventures LLC.”
CIC Ventures LLC is owned by The Donald J. Trump Revocable Trust, and made over $5 million in book and bible sales, according to Trump’s 2024 financial disclosure forms released in August.
The Wyoming address is the same given for the company provided for Trump’s watch brand, TheBestWatchesOnEarth LLC. An October 2024 CNN investigation into the watches was unable to find details on where they are being produced or who owns the company.
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