The collection introduces Open Sky, Wild Sage, and Free Rein—a trio of Eau de Parfums designed to evoke the outdoors through notes of mountain juniper, prairie moss, and desert prickly pear. Noszka, who maintains a social media following of nearly 2.5 million, stated the partnership aligns with his personal affinity for off-roading and outdoor life, characterizing the scents as a blend of adventure and modern individuality.
In section Releases
Stetson and Scent Beauty Launch Untamed Fragrance Trio
Stetson is tapping into the rugged landscape of the American West with its new Untamed fragrance collection. Featuring actor and model Matthew Noszka as the face of the campaign, the brand aims to modernize its classic masculine identity for a new generation through three distinct scents and accompanying body sprays.
Stetson CEO Robert Dundon described the launch as a strategic evolution for the brand, which first entered the fragrance market over 45 years ago. Scent Beauty founder Steve Mormoris noted that the collaboration is specifically engineered to engage Gen Z consumers, blending the company's long-standing heritage with contemporary marketing. The Eau de Parfums are priced at $38 for a 75 mL bottle, with body sprays retailing at $11. Starting August 31, 2026, the products will be available on the Stetson website and at major retailers including Walmart, JCPenney, CVS, Boscov's, and Meijer.
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