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.


An original new fragrance, HUGO Now combines fresh and aromatic notes of cardamom, lemon zest, lavender, mint and vetiver.
This invigorating scent is ideal for those with an adventurous spirit who live in the moment.

Price $84.00
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The HUGO fragrance collection

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.