A unique scent for him


Starring Liam Payne
HUGO NOW the fragrance

Seize the moment - your time is now. HUGO ambassador Liam Payne, a man who embodies confidence and a sense of adventure, is the face of our latest fragrance, HUGO NOW. Inspired by the power of the present, HUGO NOW is a fresh scent designed to spark your sense of purpose.

HUGO Now eau de toilette 75ml

A compact 75ml bottle of HUGO Now eau de toilette. HUGO Now presents an original new scent, combining fresh and aromatic notes of cardamom, lemon zest, lavender, mint and vetiver. This invigorating fragrance is ideal for those with an adventurous spirit.
HUGO NOW: the film

Liam Payne stars in the campaign film for HUGO’s new fragrance, directed by Colin Tilley. The short film follows the musician and HUGO ambassador as he opens the door to a new adventure.