Five real life Heroes have come together with a leading fragrance house to create the first ever fragrance developed by a team of veterans. Help for Heroes, XTREME, The Fragrance is a rugged, masculine, concentrated aftershave for men.

The five Veterans (L-R) Steve McCulley, Dan Richards, Clive Smith, Corbin Mackin and Karl Hinett were all affected by life changing injuries or illness resulting from their service in the British Armed Forces. All five are members of the Help for Heroes’ Band of Brothers which offers lifelong support to Servicemen and women.


When these real life Heroes set out to create XTREME, they wanted it to smell unlike any other men’s fragrance. Their mission was to create an assertive fragrance that the everyday man would want to wear time and time again, but which is ruggedly masculine and irresistible to the nose!

Steve, Dan, Clive, Corbin and Karl worked with Marianne Martin, a senior perfumer and fragrance lecturer from the London College of Fashion. Marianne shared her expert knowledge with the men to enable them to understand the fragrance creation process, the ingredients and the physiology and psychology of smell. 



The Heroes of XTREME The Fragrance for Men fully engaged with the creative process and quickly took ownership of their scent, drawn to a hot spicy pepper accord to express ruggedness. Together with Marianne Martin, senior perfumer at AFF Suffolk and lecturer at the London College of Fashion, they spent some time marrying this with a fresh herbaceous outdoor aspect, also important to the Heroes.

Like true ‘noses’, they would not let go until they had the balance just right. Excited by the experience of meeting some of the ingredients from around the world of scent, they chose to accentuate the amber aspect of the fragrance to give it their own signature.


Marianne Martin comments, “It was a memorable honour for me to be part of this, I feel, unique creative experience. I know that the excitement, joy and laughter of the heroes has communicated itself through their chosen scent.” 




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