Billie Eilish Fragrances
Billie Eilish Fragrances is a celebrity-owned perfume brand launched in 2021 in partnership with Parlux Ltd., offering vegan and cruelty-free eau de parfum fragrances across two lines (Eilish and Your Turn) sold direct-to-consumer globally and through Ulta Beauty retail, targeting Gen Z and millennial consumers.
- Company typePrivate
- Founded2021
- HeadquartersNew York, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Billie Eilish Fragrances does
Billie Eilish Fragrances is a celebrity-owned perfume brand launched in late 2021 as a licensed partnership between recording artist Billie Eilish and Parlux Ltd., a global beauty company that handles product development, formulation, and manufacturing. The company produces a portfolio of vegan, paraben-free, and cruelty-free eau de parfum fragrances organized into two sub-brand lines: the Eilish collection (Eilish, No. 2, No. 3, and Intense) featuring gourmand-inspired scent profiles with vanilla, cocoa, and warm spices, and the Your Turn collection (Your Turn and Your Turn II) featuring woody-fruity compositions housed in dice-inspired bottles. The debut fragrance generated $60 million in its first year and sold out within 30 minutes of launch, with over one million website sessions recorded on launch day.
The brand's commercial infrastructure is built on a Shopify Plus e-commerce storefront (store.billieeilish.com) featuring custom scroll-responsive 3D bottle visualization, multilingual regional storefronts, and fraud controls. Sustainable luxury packaging is developed in partnership with Diamond Packaging and Jon Michael Design using FSC-certified paperboard, low-aluminum Envirofoil, and 100% renewable wind energy, earning multiple industry awards including a 2022 Webby Award and Neographics Best of Category. Distribution is primarily direct-to-consumer globally across 20+ countries, with recent physical retail expansion through Ulta Beauty (Spring 2026 rollout) and experiential pop-up stores via xNomad's Retail-as-a-Service platform.
The customer base is concentrated among Gen Z and millennial consumers, particularly female, drawn to the celebrity brand association, distinctive gourmand and woody-fruity scent profiles, and sustainability credentials. Pricing ranges from $30 for smaller sizes to $90 for full-size variants, with UK pricing starting from £35. No external funding rounds have been disclosed; the brand operates as a private entity under artist ownership with Parlux Ltd. as the manufacturing and distribution partner.
Billie Eilish Fragrances firmographics
Firmographics- Name
- Billie Eilish Fragrances
- Legal name
- Billie Eilish | Store
- Website
- https://billieeilishfragrances.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Short description
- Billie Eilish Fragrances is a celebrity-owned perfume brand launched in 2021 in partnership with Parlux Ltd., offering vegan and cruelty-free eau de parfum fragrances across two lines (Eilish and Your Turn) sold direct-to-consumer globally and through Ulta Beauty retail, targeting Gen Z and millennial consumers.
- Ownership category
- akta.pro rank
Billie Eilish Fragrances industry classification
Industry- Product category
- Celebrity Fragrances
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)
- akta.pro secondary industries
- Fragrance Packaging (Perfume Bottles, Atomizers, Caps) (IMALAJAJ), Fragrance & Deodorant Distribution (CRAOAEAF)
Keywords
Where Billie Eilish Fragrances is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Billie Eilish Fragrances business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Operations, Personnel, Others
Revenue model
- Fragrance Product Sales: One-time purchase revenue from selling celebrity fragrances directly to consumers through the official online store and retail partners. The debut fragrance generated $60 million in its first year.
- Retail Distribution: Revenue through retail partnerships including Ulta Beauty and select retailers, with fragrance products sold through physical store shelves alongside online availability.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Your Turn II - Eau de Parfum |
| Unit Pricing | Pay-as-you-go | Eilish Intense - Eau de Parfum |
| Unit Pricing | Pay-as-you-go | UK Fragrance Line - Eilish, Your Turn, No. 1, No. 2 |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Billie Eilish Fragrances product offering
Product offeringCore offering
Billie Eilish Fragrances manufactures and sells a portfolio of celebrity eau de parfum products developed in partnership with Parlux Ltd., spanning the Eilish line (Eilish, Eilish No. 2, Eilish No. 3, Eilish Intense) and the Your Turn line (Your Turn, Your Turn II). Fragrances are vegan, cruelty-free, and paraben-free, packaged in sustainable FSC-certified paperboard, and sold directly to consumers through the official Billie Eilish store and select retailers including Ulta Beauty.
Product overview
Billie Eilish Fragrances is a celebrity fragrance brand offering a portfolio of vegan, cruelty-free, and paraben-free perfumes. The collection consists of two main lines: the Eilish line (Eilish, Eilish No. 2, Eilish No. 3, and Eilish Intense) featuring gourmand-inspired scents with vanilla and cocoa notes, and the Your Turn line (Your Turn and Your Turn II) featuring woody-fruity compositions. The brand emphasizes sustainability with eco-friendly ingredients and zero-waste packaging innovations, developed in partnership with Parlux Ltd.
Differentiator
Problem solved
Functional benefit
Brands
- Your Turn: Fragrance collection featuring 'Your Turn' and 'Your Turn II' eau de parfum, with dice-inspired bottle design. Woody-fruity composition with notes including pimento berry, mirabelle plum, fig nectar, vanilla orchid, vetiver, and cedarwood.
- Eilish
Products and services
- Eilish Eau de Parfum The debut Billie Eilish fragrance with a gourmand-inspired scent profile featuring vanilla, cocoa, and warm spices; vegan, paraben-free, and cruelty-free.
- Eilish No. 2 Eau de Parfum Second fragrance in the Eilish collection, part of the expanding vegan and cruelty-free fragrance portfolio developed with Parlux.
- Eilish No. 3 Eau de Parfum Third fragrance in the Eilish collection, continuing the brand's vegan, paraben-free, and cruelty-free fragrance portfolio.
- Eilish Intense Eau de Parfum An intensified version of the original Eilish fragrance featuring sugared petals, richer vanilla, and deeper woods, presented in a radiant reflective gold bottle at $88.
- Your Turn Eau de Parfum Fourth Billie Eilish fragrance launched in February 2025, developed with Parlux Ltd. and perfumer Frank Voelkl, featuring ginger, peach skin, and Australian sandalwood in a dice-inspired translucent chrome bottle.
- Your Turn II Eau de Parfum Follow-up to Your Turn launched November 2025, with a woody-fruity composition featuring pimento berry, mirabelle plum, fig nectar, black tea, vanilla orchid, vetiver, and cedarwood; vegan, paraben-free, and cruelty-free.
Quantifiable outcome
- $60 million first-year revenue from debut fragrance
- +2 more outcomes
Companies that use Billie Eilish Fragrances
Customer profileSegments2 records
Ideal customer profiles2 records
Billie Eilish Fragrances technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Billie Eilish Fragrances partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Ulta BeautycoreUlta Beauty serves as a major retail distribution partner for Billie Eilish fragrances, with retail rollout for Your Turn II beginning Spring 2026.
- xNomadminorxNomad provided the pop-up retail space and activation services for the Billie Eilish fragrance pop-up at Americana at Brand in Glendale, California. xNomad is a pop-up store and showroom marketplace platform facilitating Retail-as-a-Service models.
- Parlux Ltd.coreParlux Ltd. is the primary beauty company partner developing Billie Eilish fragrances. The partnership has produced multiple fragrance lines including Eilish (2021), Eilish No. 2, Eilish No. 3, Your Turn (2025), Your Turn II (2025), and Eilish Intense (2026). Parlux handles product development, formulation, and manufacturing.
- Shopify PluscoreShopify Plus powers the Billie Eilish Fragrances e-commerce website with custom features including scroll-responsive 3D bottle models, multilingual support, and fraud controls. The platform handled over one million sessions on launch day.
- Diamond PackagingcoreDiamond Packaging of Rochester, New York partnered with Jon Michael Design and Parlux Ltd. to create sustainable luxury packaging for the debut fragrance using 100% renewable wind energy, FSC-certified paperboard, and low-aluminum Envirofoil materials.
- Jon Michael DesigncoreJon Michael Design collaborated with Diamond Packaging and Parlux Ltd. to design the sustainable luxury packaging for Billie Eilish fragrances.
Scale indicators5 records
Recent moves6 records
Expansion highlights10 records
Billie Eilish Fragrances competitors and assessment
Company assessmentBroad incumbents
- Fenty Beauty: Celebrity-owned beauty brand (Rihanna) under LVMH/Kendo, focused primarily on color cosmetics and skincare. Comparable on celebrity-led brand-building, Gen Z consumer alignment, and broad retail expansion, but operates in adjacent rather than overlapping product categories.
- Marc Jacobs Beauty / Fragrance: Designer-house fragrance line (Daisy, Perfect) within Coty with mass-prestige positioning and global retail distribution. Comparable on multi-flanker fragrance strategy and Gen Z/Millennial female consumer targeting at $30–$90 price tiers.
- Carolina Herrera Fragrances: Premium heritage fragrance house within Puig, with a comparable flagship-brand-flanker architecture (e.g., Good Girl line) at premium price points. Comparable on multi-flanker portfolio strategy, prestige positioning, and global retail distribution.
- Dior Beauty / Parfums Christian Dior: Luxury fragrance house (Sauvage, J'adore) within LVMH operating at premium price points with global prestige distribution. Comparable on multi-flanker architecture, sustainability initiatives, and luxury packaging design, but at a higher price tier and broader scale.
- Elizabeth Arden Celebrity Fragrance Portfolio: Incumbent beauty house operating a multi-celebrity fragrance portfolio (e.g., Elizabeth Arden 5th Avenue, celebrity collabs) distributed through mass and prestige retail. Provides benchmarking for category economics and celebrity-fragrance longevity at scale.
Emerging players
- Rare Beauty (Selena Gomez): Celebrity-led Gen Z beauty brand emphasizing inclusivity and social impact. Comparable on celebrity-anchored DTC-first launch and demographic targeting, though primarily color cosmetics rather than fragrance.
- Lady Gaga Haus Labs: Celebrity-owned beauty brand (Lady Gaga) emphasizing clean, vegan formulations and bold artistic positioning. Comparable on celebrity ownership, vegan/cruelty-free credentials, and DTC-first distribution model, though focused on color cosmetics.
Direct peers
- KKW Fragrance (Kim Kardashian): Celebrity fragrance brand built around a personal identity, sold direct-to-consumer with periodic flanker launches. Directly comparable on celebrity-led DTC model, gourmand/vanilla-led scent positioning, and reliance on social-media-driven sellouts.
- Paris Hilton Fragrance: Long-running celebrity fragrance brand with multi-flanker portfolio targeting female consumers. Comparable on celebrity-anchored brand identity, multi-flanker launches, and direct-to-consumer plus mass-prestige retail distribution model.
- Ariana Grande Fragrances: Celebrity-owned fragrance line developed with Luxe Brands; multi-flanker portfolio targeting Gen Z and Millennial female consumers with gourmand and sweet scent profiles. Closest direct comparable in business model, target demographic, and celebrity-fan-driven purchase behavior.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Billie Eilish Fragrances social profiles
Digital presenceBillie Eilish Fragrances financial estimates
Financial estimateRevenue estimate
Valuation estimate
Billie Eilish Fragrances leadership team
Management profileNumber of profiles
Billie Eilish Fragrances funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Billie Eilish Fragrances M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Billie Eilish Fragrances
What does Billie Eilish Fragrances do?
Billie Eilish Fragrances manufactures and sells a portfolio of celebrity eau de parfum products developed in partnership with Parlux Ltd., spanning the Eilish line (Eilish, Eilish No. 2, Eilish No. 3, Eilish Intense) and the Your Turn line (Your Turn, Your Turn II). Fragrances are vegan, cruelty-free, and paraben-free, packaged in sustainable FSC-certified paperboard, and sold directly to consumers through the official Billie Eilish store and select retailers including Ulta Beauty.
Is Billie Eilish Fragrances a public or private company?
Billie Eilish Fragrances is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Billie Eilish Fragrances founded?
Billie Eilish Fragrances was founded in 2021.
Where is Billie Eilish Fragrances based?
Billie Eilish Fragrances is headquartered in New York, United States, in the North America region.
How does Billie Eilish Fragrances make money?
Two revenue lines are on record. Fragrance Product Sales are the primary driver. The others are retail Distribution.
Who are Billie Eilish Fragrances's main competitors?
Broad incumbents on record are Fenty Beauty, Marc Jacobs Beauty / Fragrance, Carolina Herrera Fragrances, Dior Beauty / Parfums Christian Dior and Elizabeth Arden Celebrity Fragrance Portfolio. Emerging players are Rare Beauty (Selena Gomez) and Lady Gaga Haus Labs. Direct peers are KKW Fragrance (Kim Kardashian), Paris Hilton Fragrance and Ariana Grande Fragrances.
Does Billie Eilish Fragrances have an API?
No public API is recorded for Billie Eilish Fragrances.
What industry is Billie Eilish Fragrances in?
Billie Eilish Fragrances's product category is Celebrity Fragrances. Its primary akta.pro industry code is CRABADAA, Fine Fragrance (Women’s/Men’s/Unisex), with a secondary code of IMALAJAJ, Fragrance Packaging (Perfume Bottles, Atomizers, Caps). Its NAICS code is 45612 and its SIC code is 2844.