Fragrance house

Joseph Jivago

Joseph Jivago is a fragrance label associated with designer Joseph Jivago, who worked with his sister Ilana Jivago within the wider Jivago fragrance business. The broader Jivago brand was founded by Ilana in Beverly Hills in 1994, establishing the lineage from which the Joseph Jivago and Joe Legend labels emerged. Before Joe Legend, Joseph introduced Sweet Dreams fragrances under the Jivago and later Joseph Jivago names. In 2018, he founded Joe Legend as a new Jivago branch, drawing its concept from the biblical story of Joseph and themes of vision, virtue, and valor, alongside imagery associated with California’s Pacific coast and West Coast glamour. The lineage’s signature fragrance is 24K, a floral scent launched in 1994 and presented with genuine 24-karat gold inside the bottle. Its documented milestones include a national U.S. department-store rollout in 1995, a FiFi nomination in 1996, and recognition as an iconic classic by the Fragrance Foundation in 2012.