Fragrance house

Blu Atlas

Blu Atlas launched in January 2022 as a direct-to-consumer men’s skincare, haircare, and fragrance brand, founded by Deep Patel, who initially financed it himself. Patel began the brand after finding it difficult to locate men’s skincare that was both clean and effective, and developed products with a team around that need. Its stated identity emphasizes a short, understandable ingredient approach and a simplified daily routine spanning skin, hair, and body. In July 2023, Foundry acquired Blu Atlas, transferring ownership from Patel’s founder-led control to Foundry. As of March 24, 2026, Foundry Brands retained ownership of the brand’s strategy, product direction, and economics within its multi-brand consumer platform. Blu Atlas introduced Atlantis Eau de Parfum in 2022 as its first fragrance; editorial reviews identify it as the brand’s signature eau de parfum. The scent is described as a fruity-floral-musk composition with a citrus-led opening and floral, herbal, and musky elements.