Stetson and Scent Beauty Unveil Untamed, a New Trio of Men's Fragrances Inspired by the American West

Featuring American Model and Actor Matthew Noszka, the New Collection Captures Freedom, Adventure and the Untamed American Spirit

NEW YORK, Aug. 31, 2026 /PRNewswire/ -- Stetson, in partnership with Scent Beauty, announces the launch of Stetson Untamed, a new collection of three Eau de Parfums and three body sprays inspired by the landscapes, natural elements and independent spirit of the American West. American model and actor Matthew Noszka stars as the face of the campaign, bringing his all-American appeal and modern interpretation of the Stetson man to the collection.

The collection introduces three distinct fragrances—Open Sky, Wild Sage and Free Rein—each offering its own interpretation of the untamed American landscape through fresh botanicals, aromatic herbs, woods and warm resins.

Noszka brings the spirit of confidence, adventure and American authenticity behind Stetson Untamed to life. Known for his work in global fashion campaigns and his role in the Kim Kardashian-led television series All's Fair, Noszka has built a social following of nearly 2.5 million while expanding his career across film, television and global brand partnerships.

"Stetson has always stood for confidence, freedom, and an unmistakable American spirit. I've always felt most at home outdoors—whether I'm off-roading, working on my truck, or simply getting away from it all. That connection to the outdoors and the American West is a big part of who I am, so becoming part of Stetson Untamed feels like a natural fit. Scent is powerful — it becomes part of your presence and the way people remember you. Untamed captures that same sense of adventure and rugged individuality, but in a way that feels fresh and modern. I'm excited to help bring that spirit to a new generation of the Untamed," said Matthew Noszka.

Open Sky opens with Citrus Splash, Mountain Blue Juniper and Eucalyptus, followed by Desert Clary Sage, Incense and Cedar Leaf. American Oak Wood, Tonka Bean and Palo Santo create a warm, grounded finish.

Wild Sage pairs Orange Peel, Cinnamon Bark and Western Cardamom with a heart of Wild Sagebrush, Lavender Bud and Mountain Pine Needles, settling into American Cedar, Vetiver Root and Amber Woods.

Free Rein opens with Desert Prickly Pear, Wild Verbena and Sweetgrass, followed by American Prairie Moss, Lavandin and Pinon Resin. Patchouli Leaves, Vetiver Smoke and Red Amber create a rich, warm finish.

"Stetson Untamed is a bold step forward in a category that we first entered over 45 years ago. Partnering with Matthew Noszka as our spokesperson showcases a different personality of the Stetson man. Untamed is a reflection of Stetson's evolution in the category and introduces a trio of scents for a new generation to discover. We're proud to offer a modern, masculine fragrance collection, inspired by the American West, that feels relevant today and authentic to Stetson's legacy," said Robert Dundon, Chief Executive Officer, Stetson.

"As Scent Beauty continues to build its portfolio of culturally influential brands, Stetson is an integral part. It's an iconic American brand with a strong heritage, and Untamed in partnership with Matthew Noszka gives us an opportunity to bring a fresh point of view to that legacy while creating a fragrance experience designed to resonate with a new Generation Z consumer," said Steve Mormoris, Founder and Chief Executive Officer of Scent Beauty, Inc.

Stetson Untamed Eau de Parfums will launch August 31, 2026 on Stetson.com for $38 per 75 mL fragrance. The collection will also be available at Walmart, with national distribution at JCPenney, CVS, Boscov's and Meijer. Stetson Untamed body sprays will retail for $11.

PRODUCT IMAGERY – HERE
CAMPAIGN IMAGERY – HERE

For more information, please contact:

Pure Imagination PR
Austin Smedstad
[email protected]
(917)970-0630 Ext 1007

ABOUT STETSON

Since 1865, Stetson has embodied the best of the American spirit—authentic, independent, and bold. John B. Stetson's trailblazing legacy lives on in everything that bears the Stetson name, from headwear, boots, and apparel to fragrances, accessories, and more. More than 160 years after its founding, the Stetson story continues, in step with the journey of America—ever evolving, yet timeless. For more information, visit www.stetson.com and follow @stetsonusa on Instagram.

ABOUT SCENT BEAUTY

Scent Beauty is the world's first multi-brand e-commerce platform dedicated to bespoke fragrance and scented products, partnering with culturally influential brands, celebrities and creators to develop distinctive fragrance experiences for consumers worldwide. Scent Beauty-created products are available on ScentBeauty.com and through leading retail partners worldwide.

The company's growing portfolio includes iconic and emerging brands and personalities such as Stetson, Dolly Parton, Sabrina Carpenter, Megan Moroney, and many others. Through a combination of fragrance expertise, agile product development and digital-first marketing, Scent Beauty brings innovative products to market that resonate with today's consumers. Headquartered in New York City, Scent Beauty, Inc. is a privately held company led by industry veterans with experience across L'Oréal, Coty, Estée Lauder and LVMH. The company's mission is to identify and respond to evolving consumer trends while delivering innovative fragrance experiences grounded in creativity, inclusivity, and sustainability.

SOURCE Stetson; Scent Beauty