Billie Eilish Fragrances

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.

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

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

• Celebrity fragrances
• Eau de parfum
• Vegan perfumes
• Cruelty-free cosmetics
• Sustainable fragrance packaging

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Operations, Personnel, Others

Revenue model

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core 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

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Ulta BeautycoreChannel Partner/ Reseller/ Distributor · 1 April 2026Ulta Beauty serves as a major retail distribution partner for Billie Eilish fragrances, with retail rollout for Your Turn II beginning Spring 2026.
• xNomadminorChannel Partner/ Reseller/ Distributor · 1 November 2025xNomad 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.coreStrategic or Co-development Partner · 1 February 2025Parlux 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 PluscoreTechnology or Integration · 1 November 2021Shopify 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 PackagingcoreStrategic or Co-development Partner · 1 November 2021Diamond 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 DesigncoreStrategic or Co-development Partner · 1 November 2021Jon 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

Broad 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

• YouTubeyoutube.com/channel/UCiGm_E4ZwYSHV3bcW1pnSeQ
• Instagraminstagram.com/billieeilishfragrances
• Facebookfacebook.com/eilishfragrances

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Billie Eilish Fragrances