Fragrance house

Dan Carter

Dan Carter is a personal brand built around Daniel Carter, the New Zealand-born former All Blacks rugby player from Southbridge. Its public identity draws on Carter’s rugby career: 112 Test matches, two Rugby World Cup victories, and the record for international Test-rugby points. Carter announced his retirement from professional rugby on 20 February 2021, creating the context for subsequent post-rugby creative and commercial work. The brand’s fragrance activity began in 2023 with DC10 Sport, a debut scent inspired by motion, movement, and progression. The first fragrance sold out in two days; in 2024, the brand followed it with DC10 Signature, framed around Carter’s perseverance and dedication during 18 years of professional rugby. Carter was creatively involved in the Signature bottle, whose 18 rings represent those 18 professional rugby years. The wider brand also includes the DC10 fund, established by Carter in partnership with UNICEF and connected to child-focused charitable initiatives and fragrance proceeds.