Fragrance house

JLO

JLO’s commercial framework took shape in 2001, when Jennifer Lopez licensed the J.Lo by Jennifer Lopez marks to Sweetface Fashion Co. for fragrances, cosmetics, and related bath and hair-care products. Sweetface and Coty’s Lancaster Group then entered an exclusive worldwide licensing arrangement to develop and market fragrances and cosmetics under the J.Lo name. The brand’s fragrance line began with Glow by J.Lo in June 2002, followed by Still in 2003. In 2017, Coty sold the Jennifer Lopez fragrance business to Designer Parfums, which now identifies itself as the brand owner and licensee for the fragrances. The JLO name expanded into skincare in 2021 through JLo Beauty, founded by Lopez and developed by Ascendant Beauty LLC, a joint venture of Guthy-Renker and BRX GR LLC. Current fragrance direction presents the collection as representing who Lopez is now, with an emphasis on women’s self-belief and personal strength.