Overview
- Papatui released a three‑scent Eau de Parfum collection (P-01, P-07, P-21) priced at $40 per bottle with a $19 discovery kit, which the company rolled out June 1 and listed for sale at Target.
- Johnson spent two years developing the line with master perfumers Frank Voelkl and Jérôme Epinette and says the team tested more than 170 prototypes to refine the formulas.
- The trio is presented as modern, everyday, essentially unisex fragrances described as Leather and Woods (P-01), Amber and Cypress (P-07), and Smoke and Bourbon (P-21).
- Target is the primary retail partner for the launch and the pricing and placement signal a strategy to scale Papatui from a 2024 skincare start into mass‑market personal fragrance.
- The move builds on Papatui’s Target presence and could shift expectations for celebrity fragrances by offering perfumer‑led scents at mass‑retail prices for wide consumer access.