Fragrance house

Jay Z

In April 2009, Parlux announced negotiations with Iconic Fragrances, a licensing company in which Shawn Carter was a principal, for a worldwide fragrance license. On April 18, 2012, S. Carter Enterprises and Shawn Carter granted Artistic Brands an exclusive license to use the Jay-Z trademark for prestige fragrances and related products; those rights were sublicensed to Parlux, while Perfumania acquired Parlux through a merger completed the same day. Jay Z entered the fragrance business in 2013 with Gold Jay Z, his first men’s eau de toilette, created with Firmenich perfumer Ilias Ermenidis. Carter designed its white matte flask, selected the gold-centered presentation, and chose the name after smelling the scent. Gold Jay Z became Parlux’s top-selling fragrance in the United States for a time after its launch. Gold Jay-Z Extreme followed in late 2014 or early 2015 in a limited release. The licensing relationship deteriorated during 2015, and Parlux stopped making royalty payments by July before filing suit in January 2016 over alleged promotion and development obligations.