Hugo Boss
Boss Bottled Beyond
BOSS Bottled Beyond: the spirit of conquest at its peak. Twenty-seven years after the classic BOSS Bottled (1998), Hugo Boss signs BOSS Bottled Beyond Eau de Parfum (2025). Longtime perfumer Annick Menardo reinterprets the iconic apple-cinnamon accord into a ginger-leather-black wood trio. The result: a highly masculine spicy amber, darker than BOSS Bottled Parfum (2023), yet still driven by the Be Your Own BOSS mantra.
Where to buy
Hugo Boss launches BOSS Bottled Beyond in August 2025, an Eau de Parfum that joins the BOSS Bottled collection, in a house whose first fragrance dates back to 1993. The brand presents it as an accord of opposites where a vivid ginger meets a fleshy leather.
The house credits Daphné Bugey, Frank Voelkl and Bruno Jovanovic, a trio that the launch press repeats. Sephora classifies the fragrance among warm and spicy woody scents, and the house calls it sensual and vibrant, carried by a duality of spices it describes as harmonious.
The launch is accompanied by a global campaign signed BOSS Recognize BOSS, developed with agency Marcel around Bradley Cooper, Maluma and Vinicius Junior. A New York event brings together Cooper and Maluma, with a projection in the colors of the Colombian flag during Hispanic Heritage Month.
Available since August 25, 2025, the fragrance comes in 50, 100 and 150 ml, all refillable, in a black smoked glass bottle stamped with the Double B monogram; a 200 ml refill completes the range. The house sums it up as an invitation to inspire admiration.
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
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The advertising
Three ambassadors, one motto
Bradley Cooper, Maluma and Vinicius Junior united under the BOSS Recognize BOSS signature, in a film directed by Karim Huu Do.
The announcement of the three faces of the campaign comes in June 2025, with the campaign launching alongside the fragrance in August. Hugo Boss brings together three global ambassadors, Bradley Cooper, Maluma and Vinicius Junior, representing film, music and sport, and favors understated, intimate moments over a display of individual success.
The film is directed by Karim Huu Do. It unfolds under the BOSS Recognize BOSS signature and moves through career moments of each of the three men as well as the admiration they hold for one another. Bradley Cooper speaks of the camaraderie on set with Maluma and Vinicius Junior, comments echoed in the television spot. Jean Holtzmann, of Coty Prestige, states a wish to move away from a single-note representation of masculinity, built around the idea that a boss recognizes another boss.
The media rollout includes outdoor digital advertising in Dubai, where BOSS Fragrances returns after ten months of absence.