Fragrance house

Giorgio Beverly Hills

Giorgio Beverly Hills began in 1961, when Fred Hayman and George Grant opened a boutique at 273 Rodeo Drive in Beverly Hills. Identified by the city as Rodeo Drive’s first ultra-luxury boutique, it became associated with a yellow-and-white striped awning and helped shape the avenue’s public identity through fashion retail, hospitality, and celebrity-oriented service. Hayman bought out Grant in 1962 and continued the business with his wife, Gale. The brand moved from boutique retail into fragrance with the launch of its first scent, Giorgio Beverly Hills, in 1981. Avon acquired the fragrance line and brand in 1987, followed by Procter & Gamble’s acquisition of the fragrance line in 1994. In 2007, Elizabeth Arden took an exclusive worldwide license, and in 2016 Revlon completed its acquisition of Elizabeth Arden, bringing Giorgio Beverly Hills into its portfolio. The former boutique site received a Beverly Hills Golden Shield cultural-recognition nomination in 2019. The house’s signature fragrance is described as a warm, floral, feminine expression of a Californian lifestyle.