Fragrance house

Rebecca Stella

Rebecca Stella’s label was operated under NA-KD from 2015 before Tourn International’s subsidiary HUBSO relaunched it in August 2019 as a beauty concept beginning with fragrance. Its identity centers on self-expression, confidence, individuality, and an inner glow, with Rebecca Stella as the central inspiration. Based in Stockholm, Sweden, the brand operates through Valley Beauty Brands AB, which is part of the Lyko group. Lyko agreed to acquire Rebecca Stella Beauty from Rebecca Stella in June 2022, completing the acquisition later that year. The range and visual identity were substantially refreshed when Rebecca Stella Beauty was relaunched during the first quarter of 2024. Fragrance remains part of the brand’s early story through I DO, the first product of the 2019 beauty relaunch. Named after Rebecca Stella’s planned wedding, the scent’s concept was directly tied to that event.