A unique scent for him


HUGO Now fragrance with Liam Payne holding bottleHUGO Now fragrance with Liam Payne holding bottle
HUGO Now and HUGO Men fragrance bottlesHUGO Now and HUGO Men fragrance bottles
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: 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.


HUGO Now fragrance bottleHUGO Now fragrance bottle
Fragrance delivery to your country

Unfortunately we are unable to deliver fragrances to your country at the moment due to shipping restrictions.

You can still shop our full range of fragrances available at your local store.