Fragrance house

Madonna

Truth or Dare by Madonna was formed under MG Icon, a joint venture between Iconix Brand Group and entities controlled by Madonna and Guy Oseary, with Madonna serving as creative director. Announced on November 3, 2011, it was introduced as a global lifestyle brand whose first categories included fragrance and later expanded into footwear and intimates. Its creative identity was built around Madonna’s duality as both a powerful icon and feminine beauty, while the name and fragrance concept drew on her personal memory of her mother’s gardenia- and tuberose-scented perfume. The brand’s defining fragrance example, Truth or Dare by Madonna, launched in 2012 through Coty as a signature floral fragrance. Perfumer Stephen Nilsen worked directly with Madonna, who guided the scent toward white florals and participated in repeated formula revisions.