5/19/25

Brut Aftershave (Unilever)


I've used Brut aftershave for many years, but always the American formula, which comes in the usual green plastic. The Helen of Troy formula (Idelle Labs) was formidable enough and got it done until about 2016, at which point they lost the plot and pinched a penny too many, leaving little more than a sweet vanilla powder behind. Then High Ridge Brands snatched it up and did the best thing any company has done for a fragrance in the past thirty years -- reformulated it back to its pre-HoT days, circa 1995. 

But, as always, there is more than just one Brut, which at least partially explains my obsession with this stuff. The Europeans have their own formula, courtesy of Unilever, and it comes in the squat bottle, which also happens to be solid glass. Everyone knows perfume fares better in glass (and best in metal). Of further interest is how Unilever couldn't quite bring themselves to make it green glass, and instead opted for the cheaper route of coloring the liquid, which I find to be a little, what's the Euro word? Naff. But hey, at least they didn't do it to the EDT, I can't complain too much.

How does it work, and how does it smell? Beautifully, though not for nearly as long as the American version. The European EDT scales back the aromatics and amps up the woody vanilla, which really sings in the aftershave -- for all of thirty seconds -- before fading into the musky hum of a polite gentleman’s splash. Europeans pride themselves on being more sophisticated than their colonial counterparts, and this formula says, "I wear it for me, not for you." Very nice, and well worth owning if you're a Brut fanatic like I am. If not, stick with the American stuff. It's stronger and, thanks to fortune, smells just as good.