Is that Bruce Lee you're wearing?

Bruce Lee Enterprises, the business arm managing the late martial-arts star's legacy, this week launched a line of colognes in Dubai bearing Mr. Lee's image and name.

Shannon Lee, his daughter and the head of the company, said the collaboration came about when she met Chkoudra Paris, a French fragrance firm, at a licensing show about a year ago.

There are three fragrances under the Bruce Lee banner, with names that allude to his own unique brand of Eastern philosophy and spirituality. There's B Water (which Ms. Lee describes it as 'an elegant, casual scent'), Anger Blind ('spicy, more aggressive') and Don't Think Feel ('more woody and natural').

Ms. Lee said the scents are intended for the mass market, selling for around $15 at major retailers like Carrefour as well as independent stores.

Do any of the scents replicate the colognes the late star wore in his heyday? Well, not quite, said Ms. Lee.

'My dad was quite fond of patchouli in the 1970s, as many hippies were,' she admitted. With this line, she added, 'we didn't want it to be too patchouli-heavy.'

The colognes have already been introduced in Panama and Singapore last year, but Ms. Lee says that the Middle Eastern launch is the largest to date. The next step, she said, is bringing the colognes to Hong Kong and China later this year -- the two places where he is most revered.