Retail in Asia


Parlux releases Billie Eilish’s second fragrance

A second scent from Grammy winner, Billie Eilish, will be made available online in mid-November. The namesake fragrance, Eilish No.2, is retailed at USD 72 exclusively through its website and a partnership with Ulta Beauty.

The expansion of the singer-songwriter’s fragrance business with Parlux was inevitable following the success of the first scent, Eilish. Industry sources report that it raised USD 60 million in sales in its first year on the market.

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Eilish 2 seamlessly combines notes of fresh apple and bergamot, along with papyrus and black pepper on the heart note and palo santo on the base note. The distinct scent, designed by Takasago, who was also responsible for creating the singer’s debut fragrance, chose the Eilish No.2 palate to stand out from the original scent.

Takasago elaborated in an interview with WWD, “Eilish No.2 is based off of Eilish, the original, but a little bit more dark and sultry, and a little bit more mysterious. And it’s got a lot of notes that I like that feel very woodsy, I’ve always wanted to make fragrances. Eilish was my dream for years and years. And then, the idea of keeping it going and making more was so exciting to me.”

In spite of celebrity beauty brands crowding the market, Parlux president Lori Singer told WWD that Eilish’s vision is resonating strongly with consumers.

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“Our goal is to build Billie Eilish fragrances into a fragrance house that will be a true and enduring pillar in the industry, with ambitions to reach USD 200 million in the next three years, we think there’s so much potential to expand the product offering driving newness, really all based on Billie’s creative vision and her love of scents,” Singer continued.

The fragrance industry is showing no signs of slowing down in spite of the Coronavirus pandemic. As per NPD Group data, the category grew by 16 percent in the second quarter of this year.