Fragrance house

Denim

Denim began with a concept created by Fabergé in 1976; Unilever launched Denim Original aftershave in Italy in 1978. Developed as a men’s fragrance and grooming label, it later broadened into shaving and other personal-care products. Its public identity was shaped in the 1980s by television advertising and Formula 1 sponsorship, including the slogan “For the man who must not ask, ever.” In 1982, Denim Musk launched as both aftershave and cologne, followed by further fragrance launches in 1986 and Denim Silver in 1998. Denim Original and Denim Musk are its clearest fragrance reference points: Original was the first Denim aftershave, while Musk followed the brand’s success and became part of its established fragrance-and-aftershave identity. Codaa acquired Denim from Unilever in the mid-2000s and continued production in Italy; the brand is currently presented under Codaa Switzerland AG. Its current public positioning combines a classic fragrance identity with broader men’s grooming, including a Performance Range introduced in 2023 alongside a Classic Range.