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.
Discover the ingredients
Cardamom and lemon
Cardamom combined with lemon zest brings an exhilarating burst of freshness to your day
A unique scent, HUGO NOW features unexpected ingredients including a heart note of classic lavender
Base notes of earthy vetiver make this an invigorating fragrance for the urban man
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.