Denim

Denim is a men’s grooming and fragrance brand created by Fabergé in 1976, initially developed in Great Britain and closely associated with the Italian market from its early years. The first products were aftershaves and deodorant body sprays released in three variants - Original, Black and Musk - which established the brand’s identity as straightforward, long lasting masculine scents at accessible prices.

During the late 1970s and 1980s, Denim was marketed under Unilever, with the Original aftershave relaunched in Italy in 1978 and supported by high profile television advertising and motorsport sponsorships. Over time, the line expanded to include further flankers such as Denim Musk (1982) and Black Denim (1986), followed by additional grooming products including deodorants, shower gels and shaving foams.

Ownership and manufacturing later shifted: Denim was sold in 2004 to the Italian personal care company Conter, part of the Sodalis Group, and in 2007 Unilever divested Denim to CODAA Switzerland AG for other territories. Today the brand is present in numerous regions across Europe, Asia, the Middle East, Africa and the Americas, positioned as a practical everyday choice for men’s fragrances and grooming products rather than a prestige perfumery label.

Current Denim offerings include eau de toilette versions of Original and other lines such as Musk, Black, Illusion, Aqua, River, Wild and Gold, typically built around fresh, spicy, woody and musky accords with moderate performance suited to daily wear.