ARAMIS Global Ambassador, Dwyane Wade, Celebrates New Fragrance Launch During New York Fashion Week

Press Release, Sep 13, 2025

NEW YORK--(BUSINESS WIRE)-- Heritage men’s fragrance brand, ARAMIS, officially launched its new scent, Intuition, with global ambassador, Dwyane Wade, during New York Fashion Week.

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ARAMIS Global Ambassador, Dwyane Wade, attends Brand’s NYFW Pop-Up at The High Line (Courtesy of BFA )

The celebration kicked off with an immersive pop-up on New York City’s iconic High Line, where guests explored the story behind the fragrance through scent, sound, and design. Dwyane Wade made a personal appearance at the interactive event, joined by his wife, actress Gabrielle Union.

Later in the afternoon, Wade participated in an intimate conversation around personal grooming, fragrance, and modern masculinity at Bloomingdale's 59^th Street. Moderated by Mike Muse, the conversation also featured Donato Smith, Wade's longtime barber, and friend. Bloomingdale’s top clients were given the opportunity to connect in-person with Dwyane Wade, who has evolved from one of the most successful shooting guards of all time to a highly regarded multi-hyphenate producer, philanthropist, advocate, and entrepreneur.

About ARAMIS

In 1963, ARAMIS was created by Mrs. Estée Lauder, trailblazing entrepreneur and visionary founder of her eponymous cosmetics company, to be the most elegant men’s cologne in the world. Refined and distinctive, with a classic masculinity and sophistication that would transcend time, ARAMIS was the first prestige men’s fragrance to be sold in department stores around the world and quickly became an industry leader in the men’s fragrance and grooming category. Today, ARAMIS Fragrance is revitalized and reimagined for a new generation.

Follow ARAMIS on Instagram @AramisFragrances #ARAMISINTUITION.

About The Estée Lauder Companies

The Estée Lauder Companies Inc. is one of the world’s leading manufacturers, marketers, and sellers of quality skin care, makeup, fragrance, and hair care products, and is a steward of luxury and prestige brands globally. The Company’s products are sold in approximately 150 countries and territories under brand names including: Estée Lauder, ARAMIS, Clinique, Lab Series, Origins, M·A·C, La Mer, Bobbi Brown Cosmetics, Aveda, Jo Malone London, Bumble and bumble, Darphin Paris, TOM FORD, Smashbox, AERIN Beauty, Le Labo, Editions de Parfums Frédéric Malle, GLAMGLOW, KILIAN PARIS, Too Faced, Dr.Jart+, the DECIEM family of brands, including The Ordinary and NIOD, and BALMAIN Beauty.

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Press Contact

Tara Connaughton

VP of Global Communications

Estée Lauder, ARAMIS, & AERIN Beauty

[email protected]

Source: Estée Lauder Companies, Inc.