New year, new licensor.
Scent Beauty, the fragrance and beauty licensee behind Stetson, Cher and Dolly Parton, has picked up a new license — AllSaints, effective Jan. 1.
Terms of the deal were not disclosed.
Steve Mormoris, founder and chief executive officer of Scent Beauty, said that the partnership is already well underway. He has developed a trio of luxury fragrances with Firmenich, which will debut globally in the fall of 2024. Prices will range from $100 to $140.
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“They have created a compelling lifestyle brand around leather and camouflage, and we’re translating a casual-chic brand into fragrance,” Mormoris said. The eaux de parfum are called Sunset Riot Intense, Shoreditch Leather and Ravaged Rose.
“Ravaged Rose is this beautiful, dry, sour rose mixed with green florals and woody notes. Shoreditch Leather has subdued florals and woody notes, mixed with industrial elements that evoke clouds and asphalt,” Mormoris said. “Sunset Riot Intense is a complex floral, and a relaunch of an existing fragrance that we made stronger because it was so popular.”
Key markets will include the U.K. — AllSaints’ home market — in addition to the U.S., Canada and Mexico. Mormoris is eyeing other geographies, though, such as “Germany, eastern Europe, the Middle East and eventually Asia,” he said. “We understand our core markets.”
Mormoris said the distribution plans for the fragrance were still in flux; he is exploring a variety of both department store and specialty retailers. “We’d normally be where the fashion is carried and where people are looking for luxury scents,” Mormoris said.
As reported last year, AllSaints revenue was up 25 percent overall, while licensing revenue grew 44 percent in fiscal 2023.
“We are confident in Scent Beauty’s track record of success in the worldwide fragrance market. We look forward to unveiling this exclusive luxury collection to the world and creating a new olfactory chapter,” said Peter Wood, chief executive officer of AllSaints, in a statement.
Neither commented on sales, but industry sources expect the collection to reach $40 million in global retail sales in its first two years on the market.
According to Circana data through the third quarter, fragrance sales were up 13 percent heading into the holiday season.
Mormoris added that business at Scent Beauty has been strong across the board. “We’re entering its third full year, and we’ve been increasing about 50 percent per year in net sales. We’ve had spectacular success with brands like Stetson, Dolly Parton, Sabrina Carpenter and Kylie Minogue,” he said. “We have captured their DNA, translated them into fragrances, and supported them as a company.”
In 2021, Scent Beauty had closed a series A funding round led by KSV Global. At the time, sources estimated that to be between $7.5 million and $10 million. Since then, he’s introduced Sabrina Carpenter’s eponymous fragrance brand, acquired the Sparti Scents license and named actor Luke Grimes an ambassador for Stetson.