Fragrance house

Belen Rodriguez

Belén Rodriguez’s fragrance venture began in 2011, with two perfume lines produced and marketed under her name: Butterfly and IO.E.TE. Gold was added later, becoming another documented example in the fragrance range. On 23 May 2024, Rougj launched Rebeya in partnership with Rodríguez and Freeda; Rougj was described as its co-founder and main stakeholder. Rebeya broadened Rodríguez’s beauty identity beyond fragrance as a multi-category business initially focused on eye, lip, and face products, with planned expansion into skin, hair, and sun care.