Fragrance house

Joe Legend

Joe Legend is a fragrance brand founded in 2018 by designer Joseph Jivago, brother of Jivago Parfums founder Ilana Jivago. Presented as a new division of Jivago Parfums, the brand carries the phrase “A Story from the Heart.” Its creative concept draws on the biblical story of Joseph, emphasizing valor, vision, virtue, compassion, and kindness alongside imagery associated with the Californian landscape. That identity is reflected in a winged logo topped by a crown and the slogan “Valor - Vision - Virtue.” Joe Legend was publicly encountered at the Dubai BeautyWorld Middle East 2021 exhibition and has been described as Los Angeles-based. Its fragrance offerings include Regal For Men and Royal For Women, both launched in 2021.