Call it a rising star decades in the making.

Parlux, the firm behind a slew of celebrity and designer fragrance brands (Drake, Billie Eilish, Danielle Bernstein and Paris Hilton are among its licensors), has been in growth mode.

As reported, 2025 net sales came in at an estimated $345 million, with Eilish Fragrances, which first launched in 2021, growing 30 percent.

That’s no small feat considering how many celebrities left the fragrance category, following the mid-2000s heyday, in favor of hair care, skin care and makeup. Under the aegis of president Lori Singer, Parlux’s celebrity roster is surging, thanks to a strategy that combines cultural relevance with a deep understanding of category dynamics.

“Eilish was the number-one fragrance [stock keeping unit] at Ulta in 2025, and the number-two brand in units by Circana,” said Singer. “Summer Mink from Drake was the largest Ulta fragrance launch in 2025. It had the biggest first-week launch in the department and set a new benchmark for what exclusive launches can achieve at Ulta.”

What’s enabling the company to outperform the competition? Star power helps — but it’s not everything. On Instagram, for example, Drake has over 142 million followers, Eilish has 125 million and Hilton boasts 27 million. But the vision is predicated on more than just a big following. “We say ‘no’ more often than we say ‘yes,’” Singer said. “Our test is ‘will this partnership meet our really high standard? Is the authenticity there? Is the passion there, is the collaboration going to be there? What are they saying and what are they going to deliver?’”

The strategy seems to be working. Parlux’s sales have seen consistent growth year-over-year, with a focus largely on founder-led businesses, whether that founder be a celebrity, musician or designer. “Our early work with our OG, Paris Hilton, helped define the category,” said Singer, who joined the company in 2019 after a long career at Coty Inc. “What we’ve achieved with Eilish, too, demonstrates the strength of these partnerships and that they come from a place that is rooted in creativity, credibility and that direct connection to consumers.”

Fragrance is still white-hot, with Circana reporting that fragrance grew 5 percent in prestige and 15 percent in mass in 2025. The landscape surrounding the category is becoming increasingly digital, and new shopping habits are flourishing.

“Parlux has carved out a distinct space in the fragrance category by pairing culturally relevant storytelling with a sharp understanding of today’s consumer. Their portfolio consistently taps into influential voices, celebrities, and moments that resonate deeply with our guests, helping to drive both discovery and loyalty,” said Linda Suliafu, Ulta Beauty’s vice president of merchandising, noting that scents from Billie Eilish, Drake and Paris Hilton’s brands have launched exclusively with the retailer. “We’ve seen strong engagement because they deliver on both accessibility and aspiration, offering high-quality fragrances that feel personal, expressive, and connected to broader lifestyle trends. That balance is what continues to set Parlux apart and fuel its performance in a highly competitive market.”

Parlux has been able to capitalize on the pulse of the category’s dynamics. “Personalization, layering, fragrance moving from a classic habit to a daily ritual,” Singer enumerated, “it’s not just that final accessory, it’s part of a personal identity and combined with wellness.”

The company has also tapped into the desire for smaller and entry-priced formats to better bolster fragrance wardrobing, and understands consumers today don’t want to be overtly marketed to.

“Years ago, I was in a focus group and a few different people said, ‘I want to smell unique, but I want to smell like everyone else.’ Today, nobody wants to smell like anyone else,” Singer said. “People are discovering and they want something that feels premium for them, unique. Fragrance is evolving into this multisensory experience and is expanding beyond just the fragrance bottle.”

Parlux’s product development approach varies broadly, from partner to partner. “We work in the way that they work. We adapt,” said Singer. “It’s about collaboration, transparency and accountability that enables our teams to move quickly and operate at a high level, ensuring alignment with our partners. And then, you have to pair cultural relevance with strong execution.”

Making products that resonate with consumers ultimately starts with the founder. “Consumers are looking for anything that feels real. They can instantly tell what’s genuine and what’s not. It’s not enough to license a name,” Singer said. “The partner has to be truly invested in the process, all the elements of what goes into it and the outcome, and really align on those goals. They want to truly be a partner with us sitting at the table every day, day in, day out, making those decisions.”

Eilish, for example, has synesthesia and was an avid fragrance collector prior to creating her own. Drake’s relationship with Givaudan perfumer Michael Carby predates Better World Fragrance House, with the nose creating Drake’s personal signature fragrance before it was commercialized. “And Paris is a multidimensional business mogul, and she’s an advocate in Washington changing laws,” Singer said. “It has to be someone who exudes that authenticity that the fans are going to relate to, and so when the consumers peel away the layers of the onion, they want to know more. They want to hear a genuine story.”

The company has had its share of tribulations, including a legal battle with former licensor Jay Z and dragging sales before Singer’s tenure. Now that her approach is working, Singer has an eye to expansion. Earlier this year, Eilish ended its Ulta Beauty exclusivity and entered Sephora, and the company is also thinking global.

“For us, a key growth region is Asia-Pacific. There’s the influence of global commerce and social commerce, and the fragrance use there is increasing,” Singer said. “And, of course, the Middle East powerhouse. Our brands have been a mainstay there since the beginning.”

This, she reasoned, had more to do with the caliber of the product than their founders. “Celebrity brands stand shoulder-to-shoulder with the top designer and luxury brands in terms of quality and appeal,” Singer said. “The consumer interest initially may come from the founder, but the packaging, the scent, the overall experience is what drives long-term loyalty. Today’s consumer is so much more educated, they want the story behind the story, they want to talk about notes and ingredients.”

Celebrities are Parlux’s sweet spot, but Singer is also looking to build out its designer, fashion and lifestyle business (she was a key architect of the Marc Jacobs business at Coty), as well as take on partners from other industries. Currently, the company counts Vince Camuto, Kenneth Cole, Sam Edelman and Steve Madden in its roster.

“What’s working is our ability to consistently translate a vision — the founder, celebrity, fashion brand, et cetera,” Singer said. “We have the expertise in the category. We have such disciplines and relentless execution in really a focus on building a long-term franchise rather than a one-off.”