Prada Beauty officially launched its new men’s fragrance, Prada Paradigme, on Monday via the brand’s official online store. In the U.S. market, the fragrance is now available at major retailers including Ulta Beauty, Sephora, and Macy’s. The product is priced at $136 for 50ml, $165 for 100ml, and $195 for a 150ml refill.
The name “Paradigme” follows the brand’s linguistic strategy seen in previous launches such as Prada and the women’s fragrance Paradoxe, and is conceptually rooted in the question: “What if there’s another way?” Developed in partnership with the L’Oréal Group, this marks Prada Beauty’s largest men’s fragrance launch to date and serves as a strategic pillar in the brand’s growing fragrance and beauty portfolio. More than just a new scent, Paradigme seeks to embody a new vision of masculinity—one that encourages multidimensional identity and self-expression.
The scent was crafted by three leading figures in the world of contemporary perfumery: Marie Salamagne, Bruno Jovanovic, and Nicolas Bonneville.
Paradigme takes an innovative approach to scent composition known as the “reverse pyramid” structure. Rather than gradually revealing base notes over time, the fragrance opens with them—flipping the traditional top–heart–base progression on its head.
The initial impression features a blend of amber-woody base notes: Peru balsam, benzoin resin, and guaiac wood, which together create a warm, smoky depth that evokes a sense of enveloping sensuality. The fragrance then transitions into its heart, where bourbon geranium brings together crisp green freshness with soft floral sweetness, resulting in a refined and airy modern character. Finally, Calabrian bergamot appears as the top note, adding a delicate brightness that leaves a lasting, transparent freshness in its trail.
Serving as the face of the global campaign is actor and entrepreneur Tom Holland.
Holland made his debut as Spider-Man in the Marvel Cinematic Universe (MCU) with Captain America: Civil War (2016), and went on to star in Spider-Man: Homecoming (2017), Spider-Man: Far From Home (2019), and Spider-Man: No Way Home (2021)—all of which became major global box office hits. Earlier this year, he also launched his own non-alcoholic beer brand, BERO, expanding his career into entrepreneurship and film production alongside his ongoing work as an actor.
Currently, Holland is in the midst of filming the fourth installment of the Spider-Man series, Spider-Man: Brand New Day. The production is taking place on a large-scale set in the streets of Glasgow, which have been transformed to resemble New York City, with high-intensity action scenes involving tanks and stunts being filmed daily.
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The upcoming Prada Paradigme ad campaign, set to debut on August 18, was directed by acclaimed Danish filmmaker Thomas Vinterberg, known for his Oscar-winning film Another Round. With a focus on visual storytelling, the campaign is expected to deliver a refined cinematic expression of the bold, conceptual message at the heart of the Paradigme fragrance.
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