Luke Grimes for Stetson

STETSON, a legendary American brand, and Scent Beauty, Inc. are proud to announce that Luke Grimes, star of Yellowstone, is officially the new face of STETSON fragrances.

Luke Grimes takes on a role most recently played by Tom Brady and Matthew McConaughey as STETSON continues to expand its fragrance and grooming offerings.

Leading up to the highly-anticipated Season Five premiere of Yellowstone—America’s most-watched TV show—Grimes joins STETSON as the spokesperson for the brand’s grooming and fragrance products. 

“Since its founding in 1865, the STETSON brand has stood for the best of the American spirit—honest, authentic, and independent—and we can think of no one better to embody those values than Luke Grimes. He exudes strength and integrity on camera and off, and his passion for the West and longtime love of STETSON make him the embodiment of the modern STETSON Man,” said Xiao Li Tan, president of Stetson. “As a kid from Ohio who grew up to become a new Western icon, Luke represents the power of achieving your dreams on your own terms, and we’re thrilled to have him as part of the STETSON family.”

“I grew up with STETSON,” said Luke Grimes. “As an actor and musician, I value authenticity and craftsmanship, and STETSON embodies these values completely. I was really drawn to the tagline of the campaign—’Be Your Own Legend.’ It’s about living authentically, being true to who you really are. Those are the types of people we call legends.”

“We are excited to welcome Luke Grimes to STETSON,” added Steve Mormoris, CEO of Scent Beauty, Inc. “He embodies a new, sensitive masculinity very relevant in America today. His love of the outdoors, and connection to the American West, as well as his superb acting and musical talents, make him a perfect spokesperson for STETSON.”

In addition to airing on traditional and digital channels, including social media, the national campaign will also be supported by a robust print campaign in lifestyle and fashion media.

Together with the launch of the new campaign, Stetson will also expand their product offering with scents, grooming, and other care items that speak to a younger demographic.

STETSON will also introduce new packaging starting in Fall 2022. The new packaging will reflect the true spirit of STETSON – well made products that get better over time.

Stetson Original is a well-loved, four-generation, top-ten-best-selling scent that features a unique blend of citrus, cedar, patchouli, and tonka bean, with a masculine hint of honey amber and musk.

Stetson’s fragrances and personal care products can be found in most stores in the US, and will start releasing in other major countries in 2023.

This new campaign was shot on location at the Diamond Cross Ranch outside Jackson Hole, Wyoming by director and photographer Blair Getz Mezibov.