Give Back Beauty is now in control of the licensing partnership for Britney Spears’ fragrances and aims to take the business to “new heights” globally.
The Italian beauty group was named the official manager of the US pop icon’s fragrance line from 1 January 2025, in charge of the creation, development, marketing and global sales of her brand.
Fragrances under Spears' branding include Curious, Fantasy, Prerogative and Circus.
Give Back Beauty said it has a “comprehensive plan” to elevate Spears’ existing fragrances as well as launch new products, with the first set to debut in 2026.
This news comes after Give Back Beauty signed a transition agreement with Revlon, through its subsidiary Elizabeth Arden, which was previously the longtime licensee for the ‘Hit Me Baby One More Time’ singer’s brands.
Revlon, which had been responsible for Spears’ fragrance brand since its launch in 2004, has released certain intellectual property rights to Give Back Beauty.
This was after a legal dispute which included a lawsuit in August 2023.
After further exchanges and deliberation, Give Back Beauty and Revlon have agreed to discontinue the lawsuit between them.
Britney Spears Fantasy fragrance
“[We] will bring Britney’s fragrance and beauty business to another level,” said Corrado Brondi, founder and Chairman of Give Back Beauty.
“We are looking forward to building on that legacy, introducing innovations to her product lines and expanding the brand into new markets globally, while ensuring that the spirit and authenticity of her brand remain intact.
“Our comprehensive strategy for 2025 focuses on key initiatives across multiple touch points to propel sustainable growth.”
Brondi added that Give Back Beauty’s “robust roadmap” over the next three years will elevate Britney Spears to “new heights on a global scale”.
Spears said she is excited for this “new chapter” with the beauty licensor and distributor.
“My fragrance business has always held a special place in my heart,” said Spears.
“It has always been a way for me to connect with my fans, who I love.
“I am excited… [to bring] more beauty into the world with Give Back Beauty, recognised for its admirable and durable ethical standards and social responsibility.”
Give Back Beauty has been bolstering its fragrance portfolio this year, having also acquired perfume maker AB Parfums.
It is also a partner for brands including Tommy Hilfiger and Mercedes-Benz fragrances.
Lead image credit: PR Newswire.