In 2006, Sean John also launched its first fragrance, a men's scent called 'Unforgivable' manufactured by Estee Lauder. The fragrance became a big hit and in less than two months, it displaced Giorgio Armani's Acqua di Giò as the top-selling men's fragrance in the United States.

The ultimate expression of masculine confidence and passion, Unforgivable speaks to the sensual man with discriminating taste. The fantastic scent includes an extensive mixture of Sicilian lemon, Italian bergamot, green mandarin, Moroccan tangerine, grapefruit, juniper leaves, birch leaves and many more ingredients that make it so irresistible.