Zuccarello

Zuccarello is a Norwegian men's grooming brand launched in mid-2024, built around the name and identity of Mats Zuccarello, one of Norway's best-known ice-hockey players. The line was developed and is manufactured by Elle Basic AS, a Norwegian personal-care company, in what the developer describes as close collaboration with its celebrity namesake [1][11].

The brand sells shower gels, deodorants, hair-styling products and a facial moisturiser across two ranges — Zuccarello Sport and Zuccarello Men — positioned as easy-to-use products with a fresh, sporty scent. It is actively distributed in Norway and Sweden as of 2026.

The brand grew out of Elle Basic's established practice of building product lines around Norwegian public figures. According to Elle Basic, Zuccarello Sport and Men is "a men's series developed by Elle Basic in close collaboration with Mats Zuccarello, one of Norway's biggest sports stars" [1]. Mats Zuccarello — full name Mats André Zuccarello Aasen, born in Oslo in 1987 — is a professional ice-hockey player whose NHL career spans the New York Rangers, the Dallas Stars and the Minnesota Wild, alongside appearances for Norway at the 2010 and 2014 Winter Olympics [9]. His Italian paternal heritage accounts for the surname.

Sources differ on how to frame the founding. Elle Basic presents the brand as its own creation made with Zuccarello's input, while the Swedish retailer Lyko casts Zuccarello himself as the person launching the line, writing that "now he launches easy-to-use men's products with a fresh and sporty scent" [4]. The more authoritative account is Elle Basic's own: the company holds the manufacturing and brand, and Zuccarello is credited chiefly with personally selecting the scents [11].

Zuccarello is owned and produced by Elle Basic AS, a Norwegian company under The Feelgood Company that was established in 2009 [2]. Elle Basic describes itself as a manufacturer and distributor of "a broad spectrum of personal care products, cosmetics, beauty and wellness" items rather than a retailer, working through retail partners [2]. The company also operates the online store IconBeauty.no as a sister venture. Zuccarello sits alongside Elle Basic's other celebrity-linked ranges, which include Care by Therese Johaug.

The brand is aimed at active men and general male grooming, leaning on Zuccarello's sporting identity. Elle Basic frames the range as quality products "for the sporty man and everyone else looking to care of themselves," made to be simple to use and carrying a fresh, sporty scent. Pricing sits in the drugstore tier.

The line is organised into two ranges. Zuccarello Sport covers the more active-focused items, including a Sport Shower Gel 2in1, a Sport Active Deo 72H and a Sport Hair Clay. Zuccarello Men covers general grooming, with products such as a Men Deo Roll-on 48H, a Men Shower Gel Foam and a Men Face Gel Moisturizer. A recurring detail in the brand's story is that Zuccarello was personally involved in choosing the fragrances, described in trade coverage as having "smelled his way forward to the scents" [11].

The brand launched in mid-2024. Its debut was marked by an in-store event at the Kiwi Ensjø grocery store in Oslo, where Zuccarello met fans and promoted the new line. The launch was covered by the Norwegian grocery trade publication Dagligvarehandelen in June 2024, which provides the clearest independent timestamp for the brand's arrival [11].

Zuccarello is active and in the middle of a Nordic rollout. In Norway it is distributed both through grocery chains — including Meny, Kiwi, Spar, Eurospar and Rema 1000 — and through retailers such as Cubus, H&M and Torshov Sport, as well as online outlets including IconBeauty, Farmasiet, Coverbrands, Lyko and Vita [1]. The range also appears on Swedish retailers, including Lyko, continuing into 2026 [4].