Fragrance house

Taylor Swift

Taylor Swift’s fragrance brand took shape through an exclusive global licensing agreement announced with Elizabeth Arden on November 1, 2010. Swift was personally involved in product development, packaging, and advertising, with fragrance conceived as a way to evoke memories and connect people with moments and experiences. Her first fragrance, Wonderstruck, launched in fall 2011 and was reported as the number-two women’s fragrance launch of that year. It was followed by Wonderstruck Enchanted in fall 2012 and Incredible Things in October 2014. Elizabeth Arden’s license was scheduled to expire in 2016, and later editorial coverage described Swift’s fragrance line as discontinued.