Fragrance house

Guy Fox

Guy Fox was launched in November 2018 by best friends Liam Eriksson and Grant Pearce after two years of research and development on their initial signature colognes. Associated with San Diego, California, the brand describes its products as designed there and made in the USA, with a mission to make fragrance approachable and effortless for men. Its early customer model used preferences to select samples, later evolving into Starter Kits, while its public creative identity centers on wearable scents, California and West Coast inspiration, informal communication, and perfumes named after friends. By 2021, Guy Fox had expanded into candles and other merchandise; that year, Preston was introduced in collaboration with perfumer Frank Voelkl. In 2024, the brand introduced Founder's Reserve, a separate line for limited-quantity, higher-end fragrances, with Riviera identified as its summer fragrance. The core fragrance offering comprises six signature scents—Jefe, Mikul, Marra, Preston, Tyler, and JP—with Jefe and Tyler labeled best sellers.