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Danielle Bernstein is no stranger to putting her name on products. The former fashion blogger has sold everything from swimwear to overalls, with her WeWoreWhat fashion brand now commanding $35 million in annual sales. In November, Bernstein entered the category that has been dominating many consumers’ shopping baskets in the past few years: fragrance. Created by Robertet perfumer Jérôme Epinette, her debut scent, WeWoreWhat 001, was launched in partnership with fragrance manufacturer and distributor Parlux and will arrive at Ulta Beauty in the spring.
“Influencer marketing has really taken over, and we’ve seen the power influencers have and the influence their content creation has on consumers,” said Lori Singer, president of Parlux Ltd. “Consumers are not just enamored with fragrance, but they also want to know the story behind the story. They want to know who the perfumer is, they want to know the notes and the ingredients, and they want to hear how it was created. And with someone like Danielle, they’re able to come along on the journey.”
Parlux is no stranger to converting fame into fragrance, having created perfumes with everyone from Paris Hilton to Billie Eilish. And successful celebrity fragrance lines can be far more than just a side gig. Ariana Grande has surpassed $1 billion in perfume sales since launching her first scent in 2015, while Britney Spears’s 2004 debut scent Curious reportedly reached $100 million in sales in its first year alone.
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English (US) ·