Fragrance house

Britney Spears

Britney Spears’s fragrance business began in March 2004, when Britney Brands, Inc. signed an exclusive worldwide licensing agreement with Elizabeth Arden. Its first scent, Curious, launched in fall 2004 and was reported as the number-one fragrance launch in U.S. department stores that year, as well as the leading launch in almost every international market where it appeared. British Vogue later reported that Curious sold one bottle every 15 seconds during pre-Christmas retail peaks and recorded 500 million sales between 2004 and 2013. Fantasy followed in September 2005. In 2016, Revlon completed its acquisition of Elizabeth Arden, and the transaction announcement listed Britney Spears among the acquired celebrity-fragrance brands. Prerogative, introduced in 2018, extended the line with a gender-neutral fragrance presented for all. Effective January 1, 2025, Give Back Beauty became the fragrance partner, taking responsibility for creation, development, marketing, and global sales while receiving certain intellectual-property rights released by Revlon.