A California fragrance brand is betting that the scent of a Philippine beach can travel far beyond the archipelago.
Guy Fox has launched Kuya, its first unisex fragrance, drawing on the Filipino heritage of co-founder and chief executive Liam Villaluna Eriksson.
Meaning “older brother” in Tagalog, the name evokes a familiar term of respect and affection while serving as the inspiration for what the company calls its biggest product launch to date.
The fragrance, officially released in retail stores across the United States on July 7 before its online debut on July 17, was developed over two years with renowned perfumer Frank Voelkl. Rather than recreating a conventional tropical perfume, Voelkl sought to capture the atmosphere of an island escape through a blend of sunburnt vanilla, Filipino coconut, and surf wax.
The result is an extrait de parfum designed to appeal to both men and women, offering a richer fragrance concentration intended to deliver long-lasting wear.
“Kuya, our first unisex fragrance, was designed to take you from anywhere in the world to a tropical, secret beach,” Guy Fox said in describing the scent.
“Wake up on a luxurious island vacation in the tropics. Sunscreen, surf wax, and sweet vanilla collide to take you to the beaches of the Philippines with no return flight,” Guy Fox added.
For Filipino consumers, the fragrance goes beyond its tropical profile. It places Filipino coconut at the heart of the composition, while its name pays tribute to a word deeply woven into Filipino family life and culture. The concept reflects Eriksson’s Filipino roots, transforming his heritage into a fragrance inspired by the country’s tropical landscape.
The perfume opens with notes of sunburnt vanilla, cistus, galbanum, and pepper. Floral accords, Filipino coconut, marine notes, and whiskey form the heart before settling into a base of surf wax, caramel woods, cedarwood, and guaiacwood. Guy Fox describes the composition as balancing warmth, creamy sweetness, and coastal nostalgia to evoke the feeling of an island holiday.
Retailing for US$78 in a 50ml bottle, Kuya is produced in the United States as an extrait de parfum, or pure perfume. The company says a bottle typically lasts between six and 12 months, depending on usage.
The launch also carries a charitable component. Through a partnership with Project PEARLS, Guy Fox will provide one nutritious meal to a child in need in the Philippines for every bottle of Kuya sold under its “1 Bottle = 1 Meal” campaign.
For a brand that has spent the past eight years building its reputation in the U.S. men’s fragrance market, Kuya marks a milestone. It is Guy Fox’s first unisex fragrance and its most personal release yet, blending California surf culture with the tropical landscapes and traditions that shaped Eriksson’s Filipino heritage.
More than another summer fragrance, Kuya places the Philippines at the heart of its identity—from its Tagalog name and Filipino coconut note to its support for Project PEARLS. The result is a scent that offers wearers a tropical escape while helping provide meals for children in the country that inspired it.
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