US President Donald Trump launched a new line of branded fragrances, adding to the list of products that carry his name. The latest items — a cologne for men and a perfume for women — are being marketed under the name “Victory 45-47,” a reference to Trump’s two non-consecutive terms as the 45th and 47th President of the United States.
“Trump Fragrances are here. They’re called ‘Victory 45-47’ because they’re all about Winning, Strength and Success,” Trump wrote on his social media platform Truth Social on Monday.
The announcement comes as Trump begins his second term in the White House, having returned in January 2025 after his 2024 election victory. The new product line has raised fresh questions about how the president is using his office to promote personal business interests.
GROWING BUSINESS EMPIRE DURING PRESIDENCY
The perfumes are packaged in stylish boxes — black with gold for men and red with gold for women. The bottles are shaped like miniature statues of Trump. While the products have attracted some interest, they’ve also stirred sharp criticism.
“There’s never been, and I don’t think in American history, someone who’s stealing so much in plain sight—grifting and graft,” said US Senator Mark Warner of Virginia in a video posted to social media.
Senator Peter Welch of Vermont also criticised the move, especially in light of the current political climate. “Senate Democrats are fighting to prevent President Trump from kicking 17 million people off their health care, and he’s promoting his line of fragrances,” Welch said on X (formerly Twitter).
The fragrance line is just the latest product in Trump’s expanding portfolio. In June, his family business announced a partnership to launch a US Mobile service along with a $499 smartphone, which was promoted as sleek and gold—Trump’s signature colour.
Though Trump has claimed he placed his business dealings in a trust managed by his children to prevent conflicts of interest, experts say he will still benefit financially from these ventures. As head of the Trump family’s network of businesses, the president continues to profit from branding deals, cryptocurrency projects, golf courses, and other products.
Earlier this year, Trump also introduced limited-edition gold sneakers and promoted a specially branded “God Bless the USA” Bible.
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