Fragrance house

Henry M. Betrix

The business behind the Henry M. Betrix name began in Frankfurt in 1934, when Fritz Segner started making creams; the Ellen Betrix trademark was registered the following year. In 1968, Betrix introduced a dedicated men’s grooming line under the Henry M. Betrix name. Its fragrance identity centered on men’s colognes and grooming products, expanding from 1979 into City, Country, Party, and other circumstance-based masculine colognes. Country Cologne, released in 1979, marked Maurice Roucel’s first fragrance as a perfumer. Betrix also developed and distributed licensed fragrances, establishing the Eurocos subsidiary in 1985 for that business. In 1989, Klaus J. Segner sold the Betrix group to Revlon, which sold Betrix’s cosmetics and fragrance business to Procter & Gamble in 1991. In 2000, Procter & Gamble combined Betrix with Max Factor; the resulting identity was marketed as Ellen Betrix by Max Factor, after which the source reports that only Max Factor was used.