Fragrance house

Sarah Jessica Parker

Sarah Jessica Parker entered the fragrance business in February 2005 through a global licensing agreement with Coty Inc. to develop and market a fragrance line. Its first scent, Lovely, launched in August 2005 through a collaboration among Parker, Coty Prestige, and International Flavors & Fragrances. Parker approached the project from a longstanding personal interest in fragrance, describing Lovely as fresh, intentionally quiet, and not aggressive. The line expanded with Covet in July 2007, followed by the Lovely Collection’s Dawn, Endless, and Twilight in February 2009. Coty was the licensee for Parker’s early fragrances, including Lovely, Covet, and SJP NYC, until the license moved at the end of 2014 to Lovely Distribution Co., created specifically for it. In 2016, Parker worked with IFF on Stash SJP, a more unpredictable fragrance concept that predated Lovely. Lovely is the line’s defining fragrance; it is described as Parker’s most well-known scent and received the Fragrance Foundation’s 2006 Media Campaign of the Year—Commercial award. In 2022, Lovely Distribution Company Ltd. was identified as the global licensee for Sarah Jessica Parker Beauty.