Fragrance house

Tova Beverly Hills

Tova Borgnine founded Tova Corporation in 1977 after developing a cactus-based skincare business around a formula whose distribution rights she secured in 1975. The company began through mail order and expanded into cosmetics and fragrance. In 1982, Tova entered perfumery with TOVA9, later renamed TOVA Signature. Its relationship with QVC began in 1990 with skincare, and Tova Signature followed on the network in 1991. QVC acquired the brand in 2002; Borgnine later regained control, and Tova Beverly Hills is family-owned. Tova Signature is the brand’s defining fragrance: more than 10 million bottles had been sold by 2008, and more than 12 million had been purchased by QVC customers by 2022. Borgnine directed it toward a clean, fresh profile distinct from the heavier fragrance style she associated with the early 1980s, aging the perfume for three months before bottling. The fragrance marked its 25th anniversary in 2008 and was nominated for the Fragrance Hall of Fame.