Revlon has renewed its long-standing global licensing deal for Juicy Couture fragrances with Authentic Brands Group (Authentic). 

Since partnering together in 2016, Revlon and Authentic have transformed Juicy Couture fragrances into a cornerstone of global perfume trends.

As part of the deal, Revlon will continue to exclusively produce and market all Juicy Couture fragrance pillars worldwide. 

The new agreement also supports an expanded product portfolio, with new launches planned across core fragrances and scented ancillary lines.

Michelle Peluso, CEO of Revlon, said: 

“This deal is not only a testament to the enduring appeal of the Juicy Couture brand but also a significant milestone in the ongoing revitalization of our fragrance business… As we look ahead, we will further amplify our support of the brand with fresh and inspiring products, engaging marketing activations, and new premium distribution channels that will further attract consumers in a category that is experiencing significant global growth.”

From its early 2000s fashion roots to its status as a full-fledged lifestyle brand, Juicy Couture’s fragrance line has become a defining expression of the brand’s evolution. 

At the heart of this transformation is Viva La Juicy has captured the hearts of millions with its blend of wild berries, jasmine, and creamy vanilla. 

As an extension of the Juicy Couture consumer’s signature style, the fragrance plays a pivotal role in how fans engage with the brand, serving as a timeless symbol of joyful indulgence and empowered self-expression that continues to resonate across generations.

Revlon’s fragrance portfolio includes brands such as Elizabeth Arden, John Varvatos, Geoffrey Beene, Lucky Brand, Christina Aguilera, Elizabeth Taylor, Ed Hardy, and Curve.