Fragrance house

Bebe

Founded by Manny Mashouf in San Francisco in 1976, Bebe began as a contemporary women’s fashion brand. Its early identity focused on apparel and accessories for a confident, modern woman, with a distinctive, sophisticated, and sexy design vocabulary. The business evolved from a San Francisco retail concept into a national fashion chain; by 2006, it had 228 stores and was using a runway collection and Los Angeles design studio in pursuit of a more aspirational fashion direction. In fiscal 2017, Bebe closed all of its retail stores and transferred its online and international business to a licensing structure. Today, BB Brand Holdings owns the brand’s trademarks and other intellectual property, while Cart.com operates bebe.com under license. In fragrance, its eponymous bebe scent launched as the brand’s signature fragrance in August 2009, reaching more than 200 U.S. stores, about 300 Dillard’s locations, and worldwide distribution later that year.