QVC launches private label fragrance brand with Jill Martin

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (alenkadr)
© Getty Images \ (alenkadr)

Related tags Fragrance Qurate Retail Group Private label

This month, the video commerce platform launched a new brand with a single scent.

Jill Martin has been working with QVC for years. The television personality and fashion expert serves as the creative director of a fashion and home brand called G.I.L.I. got it, love it. And  she has had notable success with the line, including a spot on this year’s list of Oprah’s Favorite Things.

A whole new brand and category for Jill Martin

The new brand, said to be inspired by Martin, is a brand unto itself: Potion 54. “The notes in Potion 54 embrace everything I believe a woman should be: powerful, strong and bold while still being soft, approachable and inviting,”​ says Martin in a press item posted on The rollerball fragrance is, in fact, a blend of vanilla notes, warm woods, bergamot, and waterlily.

“It is portable,” ​she says, “so it can be applied throughout the day to remind yourself of who you are, to be your own best friend and to get you a lift when you need a little self-love.”

This is not QVC’s first in-house beauty brand

In September the retailer launched a color cosmetics brand in collaboration with makeup artist Carmindy. To develop that brand, QVC worked with private label beauty manufacturer Battallure.

“We have partnered with Batallure as part of our initiatives to reach beauty enthusiasts looking to discover differentiated and prestige products,”​ Rob Robillard, VP of integrated beauty merchandising for QVC US, HSN and Zulily told the press at the time.

“Together,” ​he said, “we will nurture and develop exclusive offerings that will be transformative in the prestige beauty space and solidify our position as a true beauty destination. Carmindy Beauty fills a white space in our assortment for women who are looking to perfect the natural, ‘no-makeup’ look. Carmindy is a born storyteller with a passion for making women feel beautiful, and we believe our customers will be inspired by her authenticity and professional techniques.”



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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