Antonio Mcgowan
Target's Fine'ry perfume line is a collection of affordable fragrances designed to be dupes of luxury perfumes. Launched in January 2023, the brand initially marketed itself as unisex, but it has since been reported that the brand overindexes with female consumers. However, in an attempt to broaden its consumer base, Fine'ry has released male-targeted scents like Not Another Blue and Smoke & Leather. The brand's affordable price point and trendy notes like cherry and sandalwood make it a popular choice for those looking for a luxury fragrance experience without breaking the bank.
| Characteristics | Values |
|---|---|
| Brand | Fine'ry |
| Brand Marketing | Nadia Khan |
| Brand Incubator | Maesa |
| Retailer | Target |
| Launch Date | January 2023 |
| Target Market | Unisex |
| Number of Scents | 27 |
| Price | $30 for 2oz, $15 for 5oz body mist |
| Scents | Musk, Jasmine, Vanilla, Coffee, Cherry, Sandalwood, Lychee, Rose |
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What You'll Learn
Finery is a unisex brand
Finery, the perfume brand, was launched in January 2023 by brand incubator Maesa. Finery is a unisex brand—that's the heritage of how we developed it, and that's where it lives today", said Nadia Khan, svp of brand marketing at Maesa. Although the brand was not initially marketed as male or female, Fine’ry says it overindexes with female consumers. However, the brand wants to maintain a sense of inclusivity and is now trying to reach more Gen Z and Gen Alpha consumers.
Finery has a range of perfumes with trendy notes like cherry and sandalwood, and each bottle is just $30 for two ounces. The brand also offers scents as a body mist fragrance spray in a five-ounce bottle for $15 each. Finery perfumes are designed to act as dupe luxury fragrances without breaking the bank. One of the fragrances, with notes of lychee and soft rose, is said to be similar to Parfums de Marly's Delina. Another fragrance, with notes of sweet jasmine, sweet vanilla, bitter coffee, and herbal notes, is said to be a dupe for YSL’s Black Opium.
Finery's perfumes are affordable and accessible, available exclusively at Target, bringing fine fragrance to an unusual shopping destination: the affordable beauty aisles. The brand is expanding its reach across genders, recently launching nine male-targeted scents like Not Another Blue and Smoke & Leather.
Finery is a relatively new brand, with the earliest edition of its 27 perfumes created in 2023 and the newest from 2024. The brand is not only expanding its reach across genders but also across generations, staging immersive in-person events that often draw Gen-Z consumers. Finery has also joined platforms like Roblox to reach younger consumers and show up where people are having conversations about fragrance.
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Finery's male-targeted scents
Target's Fine'ry perfume brand was launched in January 2023 by brand incubator Maesa. The brand initially marketed itself as unisex, but it has been observed that Fine'ry overindexes with female consumers. In December 2024, the brand expanded its consumer base by launching nine male-targeted scents, including Not Another Blue and Smoke & Leather.
The male-targeted Fine'ry perfumes are designed to be affordable dupes of luxury fragrances, with each bottle priced at under $40 for two ounces. One of the male-targeted scents, Not Another Blue, is described as having trendy notes of cherry. Another scent, Smoke & Leather, combines the aromas of smoke and leather, as its name suggests.
While Fine'ry has introduced male-targeted scents, the brand maintains its sense of inclusivity and continues to identify as a unisex brand. This aligns with the emerging trend of wearing unisex scents and the growing desire among Gen Z consumers for a "fragrance wardrobe" rather than a single signature scent.
In addition to its male-targeted perfumes, Fine'ry offers a range of other fragrances that may appeal to male consumers who enjoy wearing unisex scents. For example, one of Fine'ry's perfumes is described as having a clean and expensive scent, with notes of fluffy musk, cotton blossom, and cream sandalwood. This perfume is said to be similar to Le Labo's Santal 33 and Maison Francis Kurkdjian Paris Baccarat Rouge 540, leaning slightly more on the masculine side compared to other Fine'ry perfumes.
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Finery's female-targeted scents
While Fine'ry by Maesa was not initially marketed with a specific gender in mind, the brand has stated that it has a predominantly female consumer base. The brand has since expanded its reach across genders, launching nine male-targeted scents.
Rosa Lina
A rose-forward scent with notes of purple plum, gardenia petals, and warm tuberose. The perfume has been described as "wonderfully feminine" and perfect for date night. It is said to be a dupe of Delina and is available for $30.
She's A Goodie
A clean and sweet fragrance with a mix of fruity and floral scents. It has been described as not overly gourmand, making it a good option for those who are not fond of food-inspired scents.
Not Another Cherry
This scent combines flowery notes of Turkish rose with rich wild cherry and bitter almond amaretto. The result is a luxurious and mysterious scent. It has been described as having a similar scent to Chance by Chanel and Daisy by Marc Jacobs.
Unnamed Perfume
This Fine'ry perfume features notes of peony, green apple, and bamboo leaf, creating an easygoing, light, and flowery scent. It has been likened to Chance by Chanel and Daisy by Marc Jacobs and is perfect for those who enjoy girly, fresh, and pillowy fragrances.
Midnight Cafe
A velvety and sexy fragrance that balances sweet jasmine with vanilla, bitter coffee, and herbal notes. It is said to be a dupe of YSL's Black Opium but with a touch more sweetness. It is an excellent transitional scent, bringing a refined sweetness that is perfect for date night.
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Finery's luxury fragrances at affordable prices
Fine'ry is a luxury fragrance brand that offers an extensive range of perfumes at affordable prices. The brand was launched in January 2023 by brand incubator Maesa and is available exclusively at Target, bringing fine fragrances to the affordable beauty aisles. Fine'ry offers eau de parfums with trendy notes like cherry and sandalwood, as well as body mist fragrance sprays, all priced under $40 a bottle. With prices starting at just $15, Fine'ry provides an accessible way to experience luxurious and trendy fragrances without breaking the bank.
The brand initially targeted female consumers, but has since expanded its reach across genders, launching male-targeted scents like "Not Another Blue" and "Smoke & Leather" to appeal to male customers. Fine'ry has also introduced fragrances that are considered unisex, such as "I'm a Musk," which features notes of fluffy musk, cotton blossom, and cream sandalwood. This particular scent has been compared to Le Labo's Santal 33 and Maison Francis Kurkdjian Paris Baccarat Rouge 540, offering a more affordable option for fragrance enthusiasts.
Fine'ry's perfumes are known for their ability to replicate or "dupe" luxury fragrances. For instance, their perfume "Rosa Lina" has been compared to Parfums de Marly's Delina, offering similar sparkling notes of lychee and soft rose with a sweeter twist and a vanilla undertone. Another example is "Midnight Cafe," which has been described as a sweeter version of YSL's Black Opium, featuring notes of sweet jasmine, vanilla, bitter coffee, and herbal tones. Fine'ry's perfumes offer luxurious and familiar scents at a fraction of the cost of designer perfumes.
In addition to their affordable prices, Fine'ry also caters to the growing desire for a "fragrance wardrobe," appealing to consumers who desire a variety of scents rather than a single signature scent. The brand has gained popularity among millennials and is now expanding its reach to Gen Z and Gen Alpha consumers through platforms like Roblox and immersive in-person events. Fine'ry's inclusive and accessible approach to fragrances has made it a go-to choice for those seeking luxury fragrances on a budget.
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Finery's perfumes as dupes for luxury fragrances
Target's Fine'ry perfume line is a collection of affordable fragrances designed to be dupes of luxury perfumes. The brand was launched in January 2023 by brand incubator Maesa and is available exclusively at Target. Fine'ry fragrances are designed to be unisex, with a sense of inclusivity, although they have been found to over-index with female consumers. The brand is now expanding its reach to target male consumers as well as Gen Z and Gen Alpha.
The Fine'ry collection features a range of scents that are said to be identical to luxury perfumes, including Black Opium by YSL, Chance by Chanel, Soleil Blanc by Tom Ford, and Wood Sage & Sea Salt by Jo Malone. One of the most popular Fine'ry perfumes is "I'm a Musk", which is said to be a dupe for Baccarat Rouge 540 by Maison Francis Kurkdjian Paris. This scent features notes of fluffy musk, cotton blossom, and cream sandalwood, giving it a clean and expensive-smelling fragrance. Another popular perfume is "Not Another Cherry", which is a dupe for Lost Cherry by Tom Ford. This scent combines flowery notes of Turkish rose with rich wild cherry and bitter almond amaretto, resulting in a luxurious and mysterious fragrance.
Other Fine'ry perfumes include "Flower Bed", which is said to be a dupe for Chance by Chanel, and "Before the Rainbow", which smells similar to Wood Sage & Sea Salt by Jo Malone. For those who prefer sweeter scents, Fine'ry offers "Pistachio Please", a gourmand fragrance that will make you smell like a delicious bakery treat. This perfume is said to be a dupe for Sol de Janeiro No. If you're looking for a warm, gourmand, and smoky scent, the vanilla-based perfume "Eilish" is a great option, offering a more luxurious and mature fragrance at a fraction of the price.
With prices starting at just $14 for a five-ounce body mist and $28 for a two-ounce bottle of perfume, Fine'ry perfumes offer an affordable way to unlock luxury fragrances without breaking the bank.
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Frequently asked questions
Yes, Finery is a unisex perfume brand. While the brand was not initially marketed as male or female, Fine’ry has stated that it overindexes with female consumers. However, the brand has since launched male-targeted scents like Not Another Blue and Smoke & Leather.
One of Finery's perfumes, I'm A Musk, is described as having a clean scent with notes of fluffy musk, cotton blossom, and cream sandalwood. Another perfume, Before The Rainbow, is a fresh, earthy, and citrusy scent reminiscent of Jo Malone’s Wood and Sage.
Finery perfumes are available exclusively at Target for under $40 a bottle.
