Sean John - Unforgivable. 75ml edt spray. Winner of 2007 Best Celebrity Scent Award in February 2008. Sean John Combs is affectionately known as Diddy by some. From pioneering producer to pop culture icon, fashion designer, father, to CEO to celebrity, he's the definition of a modern day renaissance man.

The scent, Sean John Unforgivable, is not just a name on a bottle - Combs was dead set against that. In fact his involvement was so hands on, he even went so far as to host fragrance sampling sessions in his own kitchen. After 665 attempts, Combs found the mixture that would be unforgivable. "Life without passion is unforgivable".