On a serene Sunday morning in Milan, the atmosphere buzzed with excitement as Kevin Costner touched down to celebrate his 71st birthday, marking not only the day with festivities but also the launch of his latest venture into the beauty world. The Hollywood star has partnered with the Scandinavian niche fragrance brand 19-69, which is gearing up for a significant year in 2026. Costner and 19-69’s founder, Johan Bergelin, hosted an intimate event at the brand’s inaugural store, set to officially debut during the renowned Salone del Mobile in April. This store, located in Milan’s prestigious Golden Triangle, has been in the works for the past 18 months, where Costner played an integral role in its development, becoming the first to visit the space as construction began.
The intimate gathering served as a glimpse into the long-term collaboration between Costner and Bergelin. They teased a new product set to launch in the coming months, hinting at a unique connection that transcends mere business. Bergelin humorously noted that they have been “cooking” together for the past two years, working on something they plan to unveil in spring. Their vision includes not only fragrance creations but also offerings that reflect Costner’s rich heritage and life experiences. This partnership promises ongoing creativity and collaboration, showcasing their genuine connection built on shared passion.
Ironically, it was Costner who initially discovered the 19-69 brand years ago during a hotel stay in Germany. An enchanting scent from a body wash captivated him, lingering in his memory long after the trip. It wasn’t until years later, while shooting a film in Glasgow, that he stumbled upon the fragrance again, igniting a desire to connect with the brand. His persistence paid off, as he ultimately reached out to Bergelin, fostering a collaboration born from mutual respect and shared visions over the course of several years. Costner expressed a sense of nostalgia with the scents, which reminded him of his upbringing in a conservative environment where Old Spice was the go-to cologne.
The scent that sparked their interaction was “Rainbow Bar,” a distinctive fragrance inspired by a famous bar on Los Angeles’ Sunset Strip. Costner reflected on how the name and essence resonated with him, as he felt a deep cultural connection to the era represented by 19-69. Founded by Bergelin after a long creative journey, the brand aims to capture countercultural narratives and significant moments in history through its fragrances. With offerings that span from “Purple Haze,” invoking the spirit of Woodstock, to “Female Christ,” a nod to radical performances in 1969, 19-69’s portfolio reflects an artistic vision steeped in cultural history.
This meaningful connection between Costner and the 19-69 brand goes beyond mere business; it intertwines their personal histories and shared musings about culture and life. Costner reminisced about the revolutionary spirit of the ‘60s, a time he holds dear, and noted the importance of the current generation advocating for change. He reflected on how a past of cultural turmoil has evolved into a world still grappling with division and conflict, emphasizing the necessity for new voices to be heard in these challenging times.
Bergelin echoed this sentiment while explaining the choice of Milan as the brand’s base, praising its heritage, craftsmanship, and vibrant cultural landscape. With the recent appointment of Italian fashion executive Stefano Robino as its CEO, 19-69 solidifies its presence in the luxury fragrance market. This appointment, coupled with strategic collaborations, indicates the brand’s ambition and commitment to weaving together creative narratives. As 19-69 continues to expand its horizons, the authenticity of Costner and Bergelin’s partnership stands as a testament to the power of collaboration in the ever-evolving world of beauty and fragrance.