\t\t\t\t\t\t<\/p><\/div><\/div> \t\t\t\t\tLori Singer<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Parlux<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\tWhat\u2019s enabling the company to outperform the competition? Star power helps \u2014 but it\u2019s not everything. On Instagram, for example, Drake has over 142 million followers, Eilish has 125 million and Hilton boasts 27 million. But the vision is predicated on more than just a big following. \u201cWe say \u2018no\u2019 more often than we say \u2018yes,’\u201d Singer said. \u201cOur test is \u2018will this partnership meet our really high standard? Is the authenticity there? Is the passion there, is the collaboration going to be there? What are they saying and what are they going to deliver?’\u201d<\/p>\n \n\tThe strategy seems to be working. Parlux\u2019s sales have seen consistent growth year-over-year, with a focus largely on founder-led businesses, whether that founder be a celebrity, musician or designer. \u201cOur early work with our OG, Paris Hilton, helped define the category,\u201d said Singer, who joined the company in 2019 after a long career at Coty Inc. \u201cWhat we\u2019ve achieved with Eilish, too, demonstrates the strength of these partnerships and that they come from a place that is rooted in creativity, credibility and that direct connection to consumers.\u201d<\/p>\n \n\tFragrance is still white-hot, with Circana reporting that fragrance grew 5 percent in prestige and 15 percent in mass in 2025. The landscape surrounding the category is becoming increasingly digital, and new shopping habits are flourishing.<\/p>\n \n\t\u201cParlux has carved out a distinct space in the fragrance category by pairing culturally relevant storytelling with a sharp understanding of today\u2019s consumer. Their portfolio consistently taps into influential voices, celebrities, and moments that resonate deeply with our guests, helping to drive both discovery and loyalty,\u201d said Linda Suliafu, Ulta Beauty\u2019s vice president of merchandising, noting that scents from Billie Eilish, Drake and Paris Hilton\u2019s brands have launched exclusively with the retailer. \u201cWe\u2019ve seen strong engagement because they deliver on both accessibility and aspiration, offering high-quality fragrances that feel personal, expressive, and connected to broader lifestyle trends. That balance is what continues to set Parlux apart and fuel its performance in a highly competitive market.\u201d<\/p>\n \n\tParlux has been able to capitalize on the pulse of the category\u2019s dynamics. \u201cPersonalization, layering, fragrance moving from a classic habit to a daily ritual,\u201d Singer enumerated, \u201cit\u2019s not just that final accessory, it\u2019s part of a personal identity and combined with wellness.\u201d<\/p>\n \n\tThe company has also tapped into the desire for smaller and entry-priced formats to better bolster fragrance wardrobing, and understands consumers today don\u2019t want to be overtly marketed to.<\/p>\n \t\t\t\t\t\t \t\t\t\t\tEilish Eau de Parfum<\/span><\/p>\n \t\t\t\t\t\t\t\t\tCourtesy of Parlux<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n \n\t\u201cYears ago, I was in a focus group and a few different people said, \u2018I want to smell unique, but I want to smell like everyone else.\u2019 Today, nobody wants to smell like anyone else,\u201d Singer said. \u201cPeople are discovering and they want something that feels premium for them, unique. Fragrance is evolving into this multisensory experience and is expanding beyond just the fragrance bottle.\u201d<\/p>\n \n\tParlux\u2019s product development approach varies broadly, from partner to partner. \u201cWe work in the way that they work. We adapt,\u201d said Singer. \u201cIt\u2019s about collaboration, transparency and accountability that enables our teams to move quickly and operate at a high level, ensuring alignment with our partners. And then, you have to pair cultural relevance with strong execution.\u201d<\/p>\n \n\tMaking products that resonate with consumers ultimately starts with the founder. \u201cConsumers are looking for anything that feels real. They can instantly tell what\u2019s genuine and what\u2019s not. It\u2019s not enough to license a name,\u201d Singer said. \u201cThe partner has to be truly invested in the process, all the elements of what goes into it and the outcome, and really align on those goals. They want to truly be a partner with us sitting at the table every day, day in, day out, making those decisions.\u201d<\/p>\n \n\tEilish, for example, has synesthesia and was an avid fragrance collector prior to creating her own. Drake\u2019s relationship with Givaudan perfumer Michael Carby predates Better World Fragrance House, with the nose creating Drake\u2019s personal signature fragrance before it was commercialized. \u201cAnd Paris is a multidimensional business mogul, and she\u2019s an advocate in Washington changing laws,\u201d Singer said. \u201cIt has to be someone who exudes that authenticity that the fans are going to relate to, and so when the consumers peel away the layers of the onion, they want to know more. They want to hear a genuine story.\u201d<\/p>\n \n\tThe company has had its share of tribulations, including a legal battle with former licensor Jay Z and dragging sales before Singer\u2019s tenure. Now that her approach is working, Singer has an eye to expansion. Earlier this year, Eilish ended its Ulta Beauty exclusivity and entered Sephora, and the company is also thinking global.<\/p>\n \n\t\u201cFor us, a key growth region is Asia-Pacific. There\u2019s the influence of global commerce and social commerce, and the fragrance use there is increasing,\u201d Singer said. \u201cAnd, of course, the Middle East powerhouse. Our brands have been a mainstay there since the beginning.\u201d<\/p>\n \n\tThis, she reasoned, had more to do with the caliber of the product than their founders. \u201cCelebrity brands stand shoulder-to-shoulder with the top designer and luxury brands in terms of quality and appeal,\u201d Singer said. \u201cThe consumer interest initially may come from the founder, but the packaging, the scent, the overall experience is what drives long-term loyalty. Today\u2019s consumer is so much more educated, they want the story behind the story, they want to talk about notes and ingredients.\u201d<\/p>\n \n\tCelebrities are Parlux\u2019s sweet spot, but Singer is also looking to build out its designer, fashion and lifestyle business (she was a key architect of the Marc Jacobs business at Coty), as well as take on partners from other industries. Currently, the company counts Vince Camuto, Kenneth Cole, Sam Edelman and Steve Madden in its roster.<\/p>\n \n\t\u201cWhat\u2019s working is our ability to consistently translate a vision \u2014 the founder, celebrity, fashion brand, et cetera,\u201d Singer said. \u201cWe have the expertise in the category. We have such disciplines and relentless execution in really a focus on building a long-term franchise rather than a one-off.\u201d<\/p>\n<\/div>\n \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n \u2018 Some details of this article were extracted from the following source wwd.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" Call it a rising star decades in the making. Parlux, the firm behind a slew of celebrity and designer fragrance brands (Drake, Billie Eilish, Danielle Bernstein and Paris Hilton are among its licensors), has been in growth mode. As reported, 2025 net sales came in at an estimated $345 million, with Eilish Fragrances, which first […]<\/p>\n","protected":false},"author":2,"featured_media":2382324,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25177],"tags":[22367,347617,432430],"class_list":["post-2382323","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-celebrities","tag-celebrity","tag-feature","tag-fragrance"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/04\/What-Parlux-Gets-Right-About-Celebrity-Fragrances-and-Founder-Led-Brands.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2382323","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2382323"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2382323\/revisions"}],"predecessor-version":[{"id":2382325,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2382323\/revisions\/2382325"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2382324"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2382323"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2382323"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2382323"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"Eilish](\"https:\/\/wwd.com\/wp-content\/themes\/vip\/pmc-wwd-2021\/assets\/public\/lazyload-fallback.gif\")
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