Fragrance house

SEAN JEAN

Sean John was launched in 1998 by Sean “Diddy” Combs as a fashion brand rooted in urban style and streetwear. Its public identity developed at the intersection of hip-hop culture, music, celebrity visibility, and fashion, with Combs remaining an active creative influence. In 2001, the label’s fashion show was broadcast live on E! and the Style Network, and in 2004 it won the CFDA Menswear Designer of the Year award. The Estée Lauder Companies signed an exclusive global license for Sean John in 2005. The brand entered fragrance in 2006 with Unforgivable, which won the 2007 FiFi Award for Fragrance of the Year in the Men’s Luxe category and a Cosmetic Executive Women award for Best Men’s Launch of 2006. Unforgivable Woman followed in 2007, and I AM KING in 2008. In November 2016, Global Brands Group acquired a majority stake while Combs retained an ownership interest. In December 2021, a bankruptcy court approved Combs’s purchase of the brand from GBG USA, returning control to its founder. Today, Sean John is presented as a New York-origin fashion and lifestyle label with fragrances still part of its identity.