Why Has Aaron Terence Hughes REFORMULATED and REBRANDED?!
ฝัง
- เผยแพร่เมื่อ 6 ก.พ. 2025
- In this video I am questioning perfumer Aaron Terence Hughes why he has reformulated some of his fragrances. I'll also be finding out why he decided to change the presentation of his fragrances.
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Aaron Terrence Hughes is what the British fragrance industry needs. I support him all the way, and so proud of what he's doing for us fragrance lovers. Thank you, Aaron.
Absolutely agree! I only have 3 of his fragrances, Hard Candy, Legend and a sample of something that seems to be a working title, is has the name of the month it will launch on it and let me just say leather lovers are in for a treat soon 😜.
I just got them on Saturday and i am loving what i have, so i went and ordered more. I love that he does the 10ml bottles, making his products accessible to people to try and maybe don't have as much money to buy the 50ml bottles.
I know i am going to get the 50ml of Hard Candy for sure though. I love it. I will need to pick up the Elixir version when we get closer to winter.
It would be sick if Aaron had a bottle refilling policy since the bottles seem like such an investment.
I think his prices are reasonable compared to many of the big brands and niche houses. Especially given that he seems focused on using higher quality raw materials.
Still needs a refill option.
Thank you for this interview.
I'm in love with Aaron's perfumes. It's simply amazing. Good luck to him and his team.
What I like most about Aaron is his integrity, he doesn’t rest on his laurels. You have to respect that. So many of these companies have their hands in your pockets
He is selling his latest fragrance with no mention that’s it’s an aventus clone, not much integrity there.
@@verdej2057 Lol. Listen sweetie, it is much better than aventus.
@@danielsparks1848 it’s almost identical to my 2015 Aventus, sweetie.
@@verdej2057 Sorry sweetie. Creed is trash. Last good batch was from 2017.
Is there going to be any discovery sets of these new fragrances? I would love to be able to buy a set of testers.
I had to get a replacement notorious due to the bottle being completely smashed when it arrived with no juice left in it. I wondered how that had happened but it makes sense if the old bottle company quality was inferior. Kudos to ATH and the team, they replaced it immediately with no worries. Thanks guys x
Forward progression is always great! The new presentation looks fantastic, cheers
It’s like Christmas all over again, I’ve been saving up for this and not wasting my money buying bunk bottles that don’t live up to the hype. If anyone is reading this comment and wondering if Aaron’s bottles live up to the hype. Trust me they do. They did before the reformations, and now they are extraits… wow I literally can’t wait to see how 🔥they have become. Thank you Aaron for always improving you brand and sharing it with the world. Congratulations brother on you and your team’s hard work.
what are the best ones you would recommend ? i guess one more of an every day one
@@emmanuelemman7699 Luna, daddy, haze,raw cherry, hard candy. All his stuff is out of this world, but right now those are some of my favorites, that are still in production. You won’t be disappointed, trust that bro.
@@emmanuelemman7699 Luna, daddy, haze,raw cherry, hard candy. All his stuff is out of this world, but right now those are some of my favorites, that are still in production. You won’t be disappointed, trust that bro.
Thank you! I’ve smelled dam near EVERYTHING at Neiman. All the hyped stuff. All the new stuff. Me and my girlfriend went there 3 times smelled stuff over and over and over again. Every house. Creed, TF, Xerjoff, MFK, PDM, you name it! We smaller EVERYTHING. And I literally only bought 5 fragrances out of the possible 100 we smelled. It’s just insanse how hyped stuff is and it’s just decent or smells like ass 😂. I’m so interested in trying his brand because of how honest and knowledgeable he is in his videos. He just isn’t ooo yeah this is the greatest thing ever etc! He gives real reviews. I also could relate from smelling a good amount of stuff he’s reviewed and definitely could agree! Things he’s loved or really liked I also liked them and bought them. Such as Naxos, Aii, Side effect, Haltane, there’s an Amouage he liked that I bought but can’t recall at the moment what the name is because I have too much and not home. But I’m excited to try his line! Much love everyone ❤️
Just picked up Maverick and Onyx Extreme this morning. Very excited to finally get my hands on some ATH
the bottles look decent 👌. must admit , when I bought smoulder, I opened the cap and collar came off the atomiser and it just dribbled out when I sprayed it. Couldn't be arsed moaning about it at the time . Glad to see the improvements though . onwards and upwards 👍
Ah sorry about that Geoff. Well done for sucking it up!
This makes sense why Aaron smashes the old bottles with a sledgehammer on his promo video / website landing page - out with the old in with the new ha
It's very nice to see Aaron come so far in this entrepreneurial journey. Great to see you back together and hopefully we'll have another run of Smoulder soon as well.
Great video fellas! This is super exciting & very well done! The new bottles and boxes look awesome! I agree Chris, this is a blessing in disguise. Can't wait to see what the future holds for ATH!!!
Thanks gents and glad you worked out the sourcing and packaging issues. I've got Aaron's products on my wish list.
Roja said that its best to spray first, lotion next. Does ATH agree with that?
Absolutely love his brand and the new bottles!!! All the best to Aaron ❤️🙏🏻.
You failed to mention the New hair!!
@@whytwhale I love it! I love his new style. Suits him so well 🥰🥰
Great to see Aaron continuing his work and adding new twists and items 👍🤘 I'm hoping to order a few things this year from the US
Received the haze extreme today and got to say I'm very impressed. Beats some of the penhaligons stuff I've got tbh, the citrus is punchy and upfront and the soft powdery background work really well together.
Try wearing Haze and Haze Extreme together. One is top heavy, the other is base heavy.
Whipping through the base 🙂
I'm a new Aaron fan, been binging your content with him and he seems like a genuine caring person very passionate about the work he does. I want to support him and hopefully I can get my hands on one of his fragrances soon. Where can I buy online for the US? I live in honduras and use a po box when purchasing fragrances
Buzzing I’ve found Aaron’s brand! Seems like a bloke who knows what a bloke wants to smell like with these descriptions. Definitely will be ordering next pay day🥂
heck yeah. was just wearing Carbon today. sunny cool day. the scent radiant clean strong , vibrant. love it!!!!
The only thing I don't like about ATH fragrances is that I never catch them in stock T_T
Really hoping we've got some more Hard Candy/Elixer coming!
Just had a look and all sold out, well done 👏
The fast cut at the beginning cracked my ass up…”you excited” yes/cut!
I love ATH , but I must say I miss the old haircut
It's just a phase
@B haven’t u people ever heeaard of… closing the god dam door
Exactly. The new look is not versatile. It's a professional look only. It doesn't match his personality. The old look is wayyyyy more versatile. Also looks more "him"
@B to each his own, girlfriend
@B are you feeling? Is that how you feel? Your opinion. And I'm entitled to mine, girlfriend
This was really interesting and helpful, I have Hard Candy Elixir and it’s amazing (plus a second sample of Smoulder in transit! 🙏)
This guy is legit. Super knowledgeable, comes of as confident yet humble. Love his takes on popular fragrances and I keep coming to closer to pulling the trigger on a bottle from his own brand. May have to now that’s he’s rebranded
I’ve ordered the Haze body wash and will get the Carbon lotion when it’s back in stock!
Great video and I enjoyed it and have a blessed day
Absolutely love the line and Aaron, have 3 full bottles + many 10mls can't wait to see an EU supplier so I can stop hearing from customs 🦄🦄
Chris, another informative video, that shirt bro 👌 where did you get it from?
I ordered three samples from Aaron's new website yesterday, very much looking forward to delving into his collection. His videos are always honest, informative and well thought out 😃. Keep up the great work guys.
Aaron's reformulations suck. Really disappointed that a load of 10ml bottles I've bought recently don't smell anywhere near as good as the samples I had.
YES...
Aaron back on the channel. Good to see
Enjoyed this video. Will surely get the fixative. Do they ship to NZ
Amazing rebrand Aaron!!
Would of loved if in this vid you could of smelt some of the most popular frags like tabac, daddy and homme. I’m scared shi*less that they have been reformulated
Saw he said in comments that they haven't changed
Great video , I really like ATH fragrances, I own Tabac my favorite, Boss Bastard, Onyx, Oud ,& Daddy . My only complaint with the bottles it is very hard to see the juice level. How are these bottles compared to the original ? Cheers Mate 😎
They look more sophisticated 👌🏻
Everything looks great! Any chance on a discovery set with all the new reformulations?
Brilliant, I panicked slightly when I went to Aaron's site earlier in the month and found it with just a countdown.
My packaging is falling apart when it arrived to me in Australia.
A shame because I was so excited to receive his product.
Hopefully it’s old stock??
Damn this rebrand must have been stressful! Can’t wait to smell the new frags.
Big fan of Aarons work - a great brand - very unique - I made sure I was on line at 8am this morning
Great video & insights! Good luck in the next chapter! 🔹
Very bold and brave decision to face the issues that were causing such stress and to rebuild the brand from the bottom up.
I really need to try Aaron's work. I watch so much of his content and the content you create with him here. Might be time to satisfy my curiosity with his re-launch!
Definitely worth it! My favorite house right now! Hard candy, daddy, onyx extreme and blood orange are my favorite but they're all so good!
I love his raw cherry but the others I’ve tried haven’t blown me away at all and for £150 for 50ml I need to be blown away. I think people overhype his fragrances because he’s such a cool and interesting guy
Which ones in particular are you referring to? I'm interested as there are a couple from his discovery pack that I'm not keen on either. Some are fantastic though.
@@njdenney69 Don’t like Onyx, boss bastard, supernova is an just another aventus dupe at mega price. Raw cherry is lovely though.
150 a bottle??
My fav was gardenenia blanc,glad I stocked up on bottles of that,boss bastard is great too,can't wait to try more of Aarons beautiful fragrances
I stocked up too on Goddess/Gardenia blanc. So beautiful.
@@louisefisher9959 and it lasts a long time too,my fav of all time lol
How exciting. I hope to explore Aaron's fragrances this year.
Im on my second 10ml of homme,and I really want to pull the trigger on a 50ml,so hopefully it hasnt been reformulated 'too' much. Im a big Iris fanboy and Homme is just,fantastic.
I just bought 10ml of the new Homme so we will see.
@@James7995 Was it the same?
Everything that helps fragnances to project more ... I'm on the train 👍
I bought Carbon a while back and it's sooo goood. My only problem was the bottle, the one with a rubberized/suede finish, the paint near the atomizer keeps coming off. If I close the cap and let it sit, I open up and it's wet (moist?) and black paint comes off.
Since I'm in Brazil (hassle to import) and there is no problem with the fragrance itself, I never complained xD hopefully that new bottle and atomizer fixes that issue completely.
My next purchases are probably Daddy and Hard Candy. Superb fragrances.
Aaron is the shiznit, I love his line. I am so excited to try all of the new reformulations and have me some crystal covered caps. Much love Mr. Hughes
Love the improved bottles
Everything sold out on his website will he be restocking ? i really want that carbon body lotion and legend 😊
I really need to try some of ATH's fragrances! Love his channel.
Oxytocin was always my favorite will this make the list?
Well done, Aaron. really proud of you and to wear your product. Keep it up.
I need recommendations please I’m going to a wedding in July and I want your opinion please and thank you
Everything looks great! I’ve been wanting to try his fragrances for the longest time however, there’s only one vendor in the states that carries it from what I know of and you have to buy $100 sample set, I do not want to do that, I want to be able to order specific frag samples
Maxaroma had a few bottles and samples in stock yesterday (2022 line). I picked up a bottle of the limited (and discontinued) "Smoulder" that was a collab between these two right here.
@@BT-ld4wi Thank you, I’m actually on their site as we speak. Now that he has a new formulation how are we going to know if we’re getting old stock or new stock? This is the type of crap that drives me nuts. Max aroma doesn’t look like they’re going to change their graphics reflecting the new bottles
Why don’t you buy the discovery set for $100, try them all and then sell the discovery set on eBay for like $80 and someone else can try them all. There’s around 20 sprays in a 2ml tester, that’s what I did anyway. Wrote down the names of all of them and scored them out of 10, then went shopping 👌🎉
@@tonymarinelli7304 someone commented a few slots down that they spoke to maxaroma earlier today and were told that they should be receiving the new batches within a few weeks 🤞
@vodkapops I'd definitely be interested in the discovery set
Ozone and legend sound appealing to me.. Especially for going on holiday.. Love creed VIW and hope ozone has a similar vibe
Why can't we get his fragrances in the US
Max Aroma 👍🏻
Best brand for me. No question. Zaharoff is up there too
Superb comment, totally agree. Zaharoff’s Rosè is amazing
Where can we purchase ATH, besides the website? Ty
Made sure to stock up on old Neon before the online store closed down... it’s my everyday signature fragrance. I’ve never really seen it as a “clubbing” scent, it’s super clean, projecting, and mass appealing. Made my order today for new Slut, Notorious and Neon. I’m looking forward to seeing how the new formulation smells, and potentially layering them both.
Which one are you liking the most? Thanks!
@@firefighteremt25 old neon, I wore the new one twice then sold on eBay. No performance and the quality just isn’t there. I’ve sold 3 new formulations for that reason, it’s really disappointing cause the old stuff lasts an eternity.
@@joeS163 appreciate the response, man! That sucks. I’ve got too many of these on the way haha Blind buys too. I should know better.
@@firefighteremt25 the stuff he’s not reformulated is still good, raw cherry and oud are still beasts, but the new formulations just aren’t that good imo, seeing a lot people selling them on eBay.
I bought Legend, Ozone, and Oddysey about a week ago. All three are great. Well done and smell like nothing else I have smelled. I'm a little worried about buying something that I've never smelled before. I ordered a fragrance from a different company, that I won't name here, and it smelled like kerosene or lighter fluid. It was really bad. I was very happy with the ATH fragrances.
Where are these fragrances available for purchase?
would love these new bottles in matte or even frosted kind of glas, high gloss sticks fingerprints. And plz have refills you will save you own money and ours :D
Aaron is getting live from frag content creators. This is the third I’ve heard of him in 3 days. That’s great and I wish him the best!
Will we have a rebranded Smoulder?🤔🤔
When will it be available on MaxAroma?? I need this in my life!
Yes!!! When?!
I emailed him early this morning about it and he said they are preparing a shipment to Maxaroma so they’ll update their stock in a few weeks when they receive shipment from Aaron.
@@_TonyCrossroads thanks for the info bro!
How was the longevity of the next Amplify perfume you bought?
Love the t-shirt Aaron😆
Hey frag-mental I was wondering if you could review Encre Noire al'extreme?
When is the new evolved fragrances coming to MaxAroma ?
Nice shirt, where did you get it?
Zara!
Have smoulder can’t wait for the elixir
Illed the older bottle desighns it looked so sleek and simple
ordered me that ONYX EXTREME, wanna see what the rose is like on that.
I'm glad that I stocked on the older style bottles...
I like the bottle look I just find the diamonds on top very tacky but I guess that I am not surprised knowing what the British consumer wants.
I know what you mean. The overalls bottle, branding and packaging is much improved but the crystals on the top remind me of Armaf which is synonymous with cheap clones.
@@martinpaul444 yes exactly
I love Aaron's works but even in Germany it is kinda difficult to get these without paying extra money
THANK YOU for calling out this Ably company BY NAME. I think there are too many predatory business practices going on these days because they’re never held accountable and they just get away with it. My sister and her husband have started a new supplement company and they encountered a similar situation where they turned over the raw materials to be processed and packaged by a company that completely failed in many ways. I don’t know the name but again there was no taking accountability or apologizing for their errors. I don’t understand why there is so much lawlessness going on these days. People used to care about ethics and integrity but not anymore. That’s what I love about Aaron actually, he’s honest. That’s unfortunately rare right now.
Do you know the reason he stopped using Firmenich for the ingredients? I am trying to understand what happened there? I know he says they were limiting resources but was there a problem with the company that they were actually doing that?
I love that Aaron is transparent with his reformulation reasonings. Unlike him, most reformulations with perfumes go by silently and it doesn't give me a good impression of the company.
What was the problem with Firmenich exactly? Why did they start limiting products, does anyone know?
Are these T-Shirts for sale? I would love to get one of these "whipping the base" Shirts!!!
Oh for sure if he brought out a T-shift that said “ethyl maltol whipping through the base” I’d 100% buy it!!
Sorry but I need one of those tees Aaron where can we get them?
Ordered the new Hard candy Elixir and have huge expectations! Good luck with the launch lad.
Just ordered that,what do you think about it ?
@Maggs Paine underwhelmed.
Doesn't smell anything like Hard Candy imo. It's very pleasant, sweet vanilla, chocolately, slightly dark and is a very nice scent BUT...
Compared to HC the projection is average, longevity is poor, after 4 hours it's a skin scent using 4 to 5 sprays and the oud barely detectable. For a 30% parfum I expected much more.
Please let me know what you think of it. Maybe I was expecting too much.
@Paul Haswell aww what a shame,as it is an elixer I was hoping for ultra longevity,thanks for your reply
@@maggspaine5419 so was I, exactly what I wanted tbh.
I love how Aaron is so honest and even states brands that screwed up.
Can't wait to get my hands on a new style bottle
This new release will be able for EU?
Would like to know which of his frags are heavy on ambroxan so I know what to stay clear of. It doesnt work at all with my nose and my skin.
That’s a biggie for me too. Hate Ambroxan with a passion yet brands don’t disclose it in the note list.
@@twinklefire7241 I have found my fragrance brother :D Hope someone can help us here.
Such a good human. Good luck, great work, even better person. Chris you're cool too lol.
That paisley shirt is low key fire
Great video! And i LOVE Aaron's t-shirt! :D
Must be quite risky releasing so many new fragrances at once, given people don’t know how the new ones smell yet
It’s a huge risk for sure and requires a lot of trust. I’ve been happy enough with ATH in the past that I trust him so I just dropped a bit a coin. But I can only imagine what Aaron is going through right now.
@@James7995 me too, and I hope to sample more of the new ones before splashing more cash
I feel like a bunch of scalpers have hopped on buying his fragrances. Seeing them selling for 2x-3x the price on resale sites while ATH is sold out right now.
@@PappyMcPoyle-vj4vt which I never understood because ppl can wait 30 days to buy them at regular price lol. MaxAroma had a BOGO at the end of December until Jan 15. You could have got for example, Guapo and one of the haze’s for $150 free shipping and no tax for US customers. Then apply 15% first time discount and you could have got 2 of his $145-$160 bottles for $125-$135 or any 2 of legend, maverick, boss bastard, neon, carbon, slut for $90-$100.
Random question but where'd you get your shirt? xD it's right up my alley aha.
Haha this shirt gets some love! Zara.
I’m very interested in trying ATH’s fragrances but live in the states. How can I go about maybe smelling samples first and then making a purchase?
Much love!
I know Maxaroma were selling them at one point according to some. He is in the middle of working out a deal with couriers to start selling multinational again as he was losing a lot of money on delivery so didn't want to have to raise the prices of his products so instead people will just have to wait a little and he hopes by November at the latest he will have international shipping fixed again. Better to wait a few months and have us still buying at good prices than just raise prices for all when we could have just waited a little i say.
@@Mitchcraft. I totally agree and thank you very much for taking the the time to respond to my question
@@d_15745 no problem mate, hope you’re enjoying them soon 🙂
Well I just bought a bunch of 10ml, the body wash, the fake and odyssey. Can’t wait!!!
Any smoulder elixir updates?
Soon!
Love this. Will be purchasing Ozone.
Look forward to trying Hard Candy & Elixir together 🦄
Seems like big massive improvements more likely for the asking price not like a while ago when most were overpriced
Also Animalx or whatever was the name totally failure as base/enhancement/booster fragrance …people should have their money back or at least 50% discount from any fragrance they pick