Revlon has announced a global licensing partnership with four-time Grammy-nominated artist Ice Spice, marking a high-profile re-entry into the celebrity fragrance arena.
The move forms part of the company’s broader strategy to revitalise its fragrance division and appeal to a new generation of beauty consumers.
Under the deal, Ice Spice will co-develop a bespoke fragrance line with Revlon, with the first launch expected in 2026.
The collaboration draws on both parties' shared emphasis on individuality and cultural relevance, and is expected to generate significant excitement in the market.
“We are delighted to embark on this exciting new chapter with viral sensation and powerhouse talent, Ice Spice,” said Michelle Peluso, CEO of Revlon.
“She is bold and innovative, just like Revlon, making this a perfect match.
“This deal also marks a major step in the revitalisation of Revlon’s fragrance business and for the company’s ambitious growth plans.”
Revlon, which has a long-standing history of working with cultural icons, is positioning the partnership as a cornerstone of its strategic transformation.
The company’s fragrance portfolio already includes established celebrity and designer names such as Elizabeth Arden, Juicy Couture, Christina Aguilera and Ed Hardy.
The addition of Ice Spice is set to expand its appeal among Gen Z and younger millennial consumers seeking authenticity and self-expression through scent.
“I have been a lifelong fan of Revlon and I am so excited to be partnering with them on my first fragrance,” said Ice Spice.
“Revlon is an iconic brand that has a long history of innovation, and I am honoured to work together with them to develop my fragrance line that embodies me and inspires fans to embrace their individuality.”
The partnership aligns with an industry-wide resurgence of celebrity fragrances, as legacy brands look to connect with digitally native audiences via talent with significant cultural capital.
Ice Spice, known for her bold style and social media influence, brings a fresh voice to Revlon’s portfolio at a time when personality-driven branding is reshaping the fragrance category.
Revlon’s deal with the artist reflects a renewed focus on innovation and relevance in a highly competitive market.
While details of the fragrance composition and creative direction are yet to be disclosed, the brand confirmed the scent will be developed in collaboration with its in-house experts and will aim to channel Ice Spice’s signature aesthetic.
As Revlon looks to reinvigorate its market presence post-restructuring, the brand is doubling down on partnerships that fuse entertainment, culture, and beauty.
Related content:
What’s next for Revlon in 2023?
Update: Revlon exits bankruptcy after year-long battle
Revlon sues ex-employees for sabotaging Britney Spears fragrance