# Outdoor-Inspired Grooming Collections Hunter Brings Its All-Weather Identity to Men’s Grooming By Mursal Rahman | Written with AI assistance | Published 2026-09-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hunter-after-storm-collection References: [globalcosmeticsnews](https://www.globalcosmeticsnews.com/hunter-expands-into-mens-grooming-with-boots-exclusive) & [slg-brands.prowly](https://slg-brands.prowly.com/470404-hunter-to-launch-mens-grooming-collection)  Outdoor-inspired grooming collections are allowing heritage brands to translate established identities into new personal care categories. Hunter has launched its first men's grooming collection with SLG Brands, offering products including a multi balm, eau de toilette, spray trio, manicure set, and wash bag exclusively through Boots in the UK. The collection incorporates recognizable Hunter elements such as Wellington tread patterns, natural rubber-inspired textures, and the brand's signature colors. Its After Storm fragrance uses AromaSpace technology to recreate petrichor, the earthy scent associated with rainfall. For Hunter, the collection extends its outdoor positioning beyond footwear while introducing the brand to consumers through more accessible lifestyle products. Partnering with SLG Brands provides category expertise, while Boots offers established beauty distribution and visibility. The launch demonstrates how heritage fashion brands can translate recognizable design codes and sensory associations into personal care, creating additional revenue opportunities without abandoning their core identities. Image Credit: SLG Brands ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 49% | Activity: 37% | Freshness: 91% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Heritage Brand Extensions:** Established fashion labels are translating recognizable design codes into personal care formats, creating lower-barrier entry points for consumers to engage with legacy brand identities. - **Sensory Identity Products:** Fragrance and texture cues tied to weather, landscapes, or material heritage are becoming tools for brands to differentiate grooming products through emotional and environmental associations. - **Retail-exclusive Lifestyle Drops:** Exclusive distribution through major beauty retailers gives non-beauty brands a credible channel for testing adjacent categories while benefiting from built-in consumer discovery. ### Sectors Adopting This - **Men’s Grooming:** Outdoor and fashion-led grooming collections broaden the category beyond performance or luxury cues, opening space for identity-driven products rooted in lifestyle storytelling. - **Beauty Retail:** Retailers with strong personal care authority can serve as launch platforms for heritage brands entering beauty, strengthening assortment differentiation through cross-category partnerships. - **Fashion Licensing:** Licensing partnerships allow heritage apparel and footwear brands to expand into adjacent consumer goods while preserving core design language and reducing category execution risk. ## Related on Trend Hunter - [Co-Branded Personal Care Lines](https://www.trendhunter.com/trends/john-deer.md) - [Men's Personal Care Rebrands](https://www.trendhunter.com/trends/premium-collection.md) - [High-End Pharmacy Fragrance Boutiques](https://www.trendhunter.com/trends/boots-fragrance.md) - [Bold Scented Body Mists](https://www.trendhunter.com/trends/beast-mode-mens-body-mists.md) - [Masculine Summertime Body Washes](https://www.trendhunter.com/trends/harrys-body-wash-range.md) - [Versatile Men's Grooming Products](https://www.trendhunter.com/trends/cypress-grapevine.md) - [Whimsical Garden-Inspired Boots](https://www.trendhunter.com/trends/hunter-x-loveshackfancy.md) - [Regal-Style Packaging Collections](https://www.trendhunter.com/trends/the-regency-collection.md)