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What Does Hadid, Styles, And Beckham Have In Common? They All Launched Their Own Perfume Collections

New Entrants into the World of Perfumery

A new generation of young shoppers have shifted towards individuality, self-care and quality.

According to Circana, the fragrance market has become the fastest growing prestige beauty category, with sales up 12% over 2023. The new demand is prompting a new genre of celebrity brands to enter the magical world of perfumery.

A New Aura For Celebrity Brands

“I know we can be skeptical about a celebrity brand. On the contrary, today’s celebrities are working with top experts in the field to ensure their fragrances are desirable and engaging,“ says CEO Feras Ray Zikra, whose company Karl Winters specializes in private label perfumes. “Celebrities are creating independent lifestyle brands that tap into the loyalty of their fan base.”

Orebella Perfume

Created by supermodel Bella Hadid, Orebella is a perfume collection that was launched on May 2, 2024. This is Bella’s first foray into fragrances, as she seeks to tap the potential of her 61 million followers on social media.

Window2Soul, Salted Muse and Blooming Fire are 3 delightful perfumes inspired by Hadid’s family and “youthful memories”. Each of the scents include essential oils and is free.  Particularly striking is the design aesthetic of the perfume bottle which looks like a geode.

Harry Styles Perfume

Pleasing was launched by the musical legend Harry Styles in November 2021. With a broad fan base ranging from 10 to 85 years old, the launch of the first stylish nail polish instantly sold out. After testing the market with several new products like skincare and apparel, the Styles team unveiled in November 2023 the first fragrance collection. Consisting of 3 perfumes named Bright, Hot; Closeness and Rivulets, the collection is designed in beautiful colored glass bottles that are topped with Pleasing’s signature marble lids. Having tapped into the creative talent of perfumer Jerome Epinette, the fragrances are designed to deliver the warmth and sensuality of the Harry Styles experience.

Victoria Beckham Perfume

Victoria Beckham is no stranger to the world of beauty, having launched the first celebrity fragrance, Intimately Beckham. Fast forward to 2019, the former Spice Girl created her very own independent beauty brand, Victoria Beckham Beauty. Known for her high-end cosmetics, skincare and fashion line, Beckham has developed an effective direct-to-consumer digital strategy. Working with perfumer Jerome Epinette, Beckham introduced the brand’s first genderless luxury perfume collection. Available in 3 scents: Portofino ’97, San Ysidro Drive, and Suite 302, the brand’s color aesthetic and scent stories are perfectly executed.