Prada Paradigme marks a pivotal moment for men’s perfumery. Tom Holland steps into his role as the luxury house’s global ambassador for what they position as their most significant masculine scent launch to date. The Spider-Man actor brings his signature blend of vulnerability and confidence to a campaign that defies traditional ideas of masculinity in the beauty industry.
His partnership with Prada goes beyond red carpet appearances, reflecting a genuine connection with the brand’s aesthetic philosophy. I’ve worked with Prada for years and continue to choose their clothes for red carpet events, which usually make me uncomfortable. Prada has always made me feel confident,” Holland explains.
Yann Andrea, the global president of Prada Beauty and Miu Miu Beauty, positions Prada Paradigme as a response to the limiting stereotypes that young men face today. “We believe that today young men are stuck between two stereotype models of masculinity: On one side, a kind of soft masculinity, and on the other side this relentless pressure to succeed, to be desirable as a strong man,” Andrea notes.
This insight drives the fragrance‘s core message: “What if there’s another way?” This question is more than just marketing speak when you consider how the scent itself defies traditional perfumery.
Prada Paradigme flips traditional perfumery on its head. While most men’s fragrances reveal their complexity over time, this eau de parfum presents its base notes immediately. Peru balsam absolute, benzoin resin, and guaiac wood create an enveloping warmth from the first spray—ingredients typically reserved for the final dry-down phase of a fragrance.
This unconventional approach continues with the heart notes, where bourbon geranium adds unexpected floral facets. Calabrian bergamot provides freshness as the top note, but the overall effect defies expectations about how masculine fragrances should evolve on the skin.
Tom Holland appreciates this complexity. “Sometimes I want something fresh and energetic, sometimes I want something warm and comforting. Paradigme is great for that, because it’s got both,” he observes.
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The bottle design reflects Prada’s geometric DNA while addressing environmental concerns. Its unique green hue distinguishes Prada Paradigme from the saturated, dark-blue market that dominates men’s fragrances. Sharp angles and chamfered edges create a tactile experience that reveals new details when held.
Its sustainability credentials include a refillable design that saves 65 percent of glass, 75 percent of plastic, and 100 percent of metal compared to purchasing three separate 50-milliliter bottles. Fifteen percent recycled glass content and bio-sourced ingredients demonstrate the brand’s commitment to responsible luxury.
Holland’s environmental advocacy aligns with these values. His recent launch of the nonalcoholic beer brand Bero demonstrates his broader commitment to conscious consumption.
Prada Beauty aims to rank Prada Paradigme among the top 10 masculine luxury fragrances. Industry estimates suggest that the launch could generate approximately 200 million euros in retail sales during its first year. The fragrance is priced to firmly position it in the luxury segment, with the 50 ml eau de parfum retailing for 100 euros.
The campaign, directed by Thomas Vinterberg, will launch on August 18. Holland describes working with the acclaimed Danish director as a highlight, saying, “I’m obsessed with Thomas and his work, so I was incredibly excited to work with him.”
This launch follows Prada Beauty’s strategic development since L’Oréal began operating the license in 2021. Luna Rossa Ocean revitalized the existing portfolio, and Paradoxe, featuring Emma Watson, established a feminine signature. Makeup and skincare products have also been added to the line, particularly successful in Asian markets.
Tom Holland embodies the multidimensional masculinity that Prada Paradigme represents. His approach to fragrance mirrors his public persona — understated yet confident. “I like things understated,” Holland explains. “But I do think a good scent can make a difference. It’s like…an invisible accessory.“
The actor recalls how fragrance first impacted his social confidence: “I’ll never forget it because I remember getting a compliment on it from the girl I had a crush on in school. That was a very good day.”
Prada Paradigme arrives at a time when men’s involvement in beauty reaches new heights. The fragrance encourages embracing complexity and rejecting binary choices about masculine presentation. Holland’s endorsement carries weight because it feels authentic, not transactional.