After a sensational first launch, Billie Eilish expands her fragrance business with Parlux.
The Grammy winner will launch her second fragrance, Eilish No.2, online in mid-November, priced at $72. The brand is currently sold through its own website and through an exclusive partnership with Ulta Beauty.
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Eilish’s debut fragrance, simply called Eilish, according to industry sources, was estimated to have sold over $60 million in its first year on the market. Sources expect Eilish No.2 to top the $60 million mark as well.
The range extension includes spicier notes, such as top notes of apple and bergamot, middle notes of papyrus and black pepper, and base note of palo santo, among others. The scent was created by Takasago, who also worked on the singer’s first scent, and Eilish said there were some distinct differences with the new scent.
“Eilish No.2 is based on Eilish, the original, but a little darker and sultry, and a little more mysterious. And there are a lot of notes that I like that are very woody,” he said. she told WWD, “It’s got this kind of spicy tone, but it’s also got this really sweet tone, this vanilla tone. The smell itself is this kind of dark gray, metallic, metallic, silvery color.”
Synesthesia informs Eilish’s relationship with perfume, a category the singer also collects. She has over 100 fragrances in her collection and added, “I’ve always wanted to create fragrances. Eilish had been my dream for years and years. And then, the idea of continuing and doing more was so exciting for me.
Although celebrity beauty brands have flooded the market, Lori Singer, president of Parlux, said WWD Eilish’s vision for the brand resonated strongly with her first launch.
“It swept away our initial projections,” she said. “We started d-to-c, sold out in minutes with no paid media, no support – which is really just the power of Billie and her fanbase. When we entered brick and mortar with Ulta as our exclusive partner, we exceeded our launch volume by 100%. »
Singer declined to elaborate on the brand’s future plans, but added “we have some fun new line extensions coming out later this year.”
“Our goal is to make Billie Eilish Fragrances a fragrance house that will be a true, enduring pillar in the industry, with ambitions to reach $200 million over the next three years, we believe there is so much potential to expand the product offering that drives novelty, really all based on Billie’s creative vision and her love of fragrances,” Singer continued.
The fragrance has benefited greatly from the coronavirus pandemic and shows no signs of slowing down. The category saw 16% growth in the second quarter, according to data from the NPD Group.
Launch Gallery: Photos of Billie Eilish’s Style Evolution
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