Fragrance house

Tru Western

Tru Western traces its fragrance heritage to 1969, when its parent business was established as Romane Fragrances by Bernie Dworin. The company changed its name to Tru Fragrance in 2011. Its fragrances draw on the American West, including open skies, worn leather, rugged landscapes, tradition, and contemporary Western life. The brand’s Western fragrance umbrella has included Leather, Outlaw, Cowboy, Tru American, and Professional Bull Riders, while its current collections include Yellowstone, Leather Vintage Label, and Rodeo Soul. Its portfolio also incorporates licensed Western entertainment and lifestyle properties, including Yellowstone and Wrangler. On April 2, 2024, Monogram Capital Partners acquired a majority stake in Tru Fragrance & Beauty, the company behind the Tru Western Collection. Cowboy Cologne is an iconic fragrance inspired by the authentic American cowboy, with a woody, spicy, and earthy profile.