Fragrance house

Tova

Tova Borgnine founded Tova Corporation in 1977, developing it from cosmetics and skincare work into Beauty by Tova. The brand began with a cactus-based skincare formula and grew through mail-order, newspaper advertising, catalogs, and direct-response marketing. In 1982, it expanded into fragrance with an original scent first called TOVA9 and later renamed TOVA Signature. Tova’s relationship with QVC began with skincare in 1990; Tova Signature was subsequently presented on the shopping channel, where 10,000 units sold in under 10 minutes during its 1991 premiere. QVC acquired the brand in 2002, and Borgnine later regained control of Tova Beverly Hills. Her personal presentation and storytelling shaped the brand through direct marketing and television commerce, including after the transition to QVC. By 2008, Tova Signature had sold more than 10 million bottles. Today, Tova Beverly Hills presents itself as a family-owned brand spanning beauty, fragrance, fashion accessories, and lifestyle categories.