Fragrance house

Justin Bieber

Justin Bieber’s fragrance brand began in 2011, when Bieber partnered with Give Back Brands to launch SOMEDAY, his first fragrance. Its early identity combined celebrity fragrance with philanthropy: proceeds were designated for charities, while the fragrance offered a way for Bieber to connect with female fans and support charitable causes. SOMEDAY became the number-one new fragrance launch in the United States in 2011. The brand expanded in 2012 with Justin Bieber’s Girlfriend, launched by Elizabeth Arden in North American prestige retail; it won the Fragrance Foundation’s 2013 Fragrance of the Year award in the Women’s Popular category. Elizabeth Arden’s acquisition shifted the brand’s management from Give Back Brands’ original celebrity-and-charity model into a broader commercial fragrance portfolio. Elizabeth Arden reported the Justin Bieber license as written off in fiscal 2015.