On April 29, 2025, Revlon and Authentic Brands Group announced the renewal of a global licensing deal for Juicy Couture fragrances.
According to the press release, Revlon will continue to exclusively produce and market all Juicy Couture fragrance launches. The agreement also supports an expanded product portfolio, including new launches in core fragrances and scented ancillary lines.
“We are delighted to be renewing our licensing deal with Authentic for Juicy Couture fragrances,” said Revlon chief executive officer Michelle Peluso. “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. We are excited about the momentum that we have established already. 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.”
Jarrod Weber, global president of sports and lifestyle at Authentic, added, “We are pleased to continue our partnership with Revlon, a trusted collaborator that has played a pivotal role in propelling Juicy Couture fragrances to new heights. Their dedication to honoring the essence of the brand, while continuing to evolve and innovate, has helped shape the Juicy Couture fragrance line into a global force. Thogether, we’ve created an experience that is unmistakably Juicy Couture and deeply connected to our community’s passion for beauty, fashion and self-expression.”
Revlon and Authentic Brands Group began their partnership in 2016 to boost Juicy Couture’s fragrances. The fashion brand’s best-selling fragrance, Viva La Juicy, is considered a “pop culture mainstay” and includes fragrance notes of wild berries, jasmine and vanilla.
