Edge Beauty teams with IMG and Dolly Parton on new fragrance collection

By Deanna Utroske

- Last updated on GMT

©Getty Images \ DmitriyTitov
©Getty Images \ DmitriyTitov

Related tags Fragrance Celebrity scents

Late last week, the company behind ScentBeauty.com announced its latest celebrity partnership, outlining plans for a line of scents developed in collaboration with country singer-songwriter Dolly Parton.

“Fragrance has always played a major role in my life – I wear my own combination of scents every day,”​ Dolly Parton tells the press.

“I am so excited to share this dream with my fans,” ​she says. “Developing my own brand and scent with Edge Beauty has been an amazing experience, and I am looking forward to becoming a big part of the fragrance community.”

Dolly Parton recently signed on with IMG to create globally licensed merchandise

In May 2019, Parton signed a multi-year deal with media, management, and licensing company IMG (a subsidiary of Endeavor Group Holdings). Together the singer-songwriter and the licensing company will create a lifestyle brand comprising products in several sectors.

A media release, issued by IMG at the time of the deal, notes that the brand could eventually include fashion, jewelry, homeware, and accessories. And Parton herself states, “I am excited to be working with IMG on a global scale to give my fans products that they will cherish for years to come,”​ then quipping, “You might even see my mug on a mug!”

And Gary Krakower, Vice President of Licensing at IMG summarized the project saying, “Dolly Parton is an international icon and we are thrilled to be working with her. Together, we look forward to building cohesive lifestyle brand products that will celebrate Dolly and bring her iconic style and personality to her millions of fans worldwide in engaging new ways.”

Dolly Parton planning fragrance collection launch for Spring 2021

The first fragrances to come out of the Parton – IMG collab are on track to launch in the Spring of next year. And according to Krakower, fragrance was always going to a part of the brand: “Dolly has always been passionate about fragrances and creating her own signature scent, so it was top of our list and we are confident we have found the perfect partner in Edge Beauty.”

IMG will, according to this month’s press release, share more details on the Dolly Parton licensed fragrances soon.

And “unsurprisingly,” ​adds Krakower, “since we started working with Dolly to create her first branded lifestyle products, the response from both fans and the industry has been huge, so watch this space as there’s a lot more to come!”

Edge Beauty makes fragrances for its own multi-brand ecommerce platform

Stephen Mormoris and Steven Koss launched ScentBeauty.com in 2019 after founding its parent company Beauty Edge in 2018.

The ecommerce platform brings multi-brand DTC beauty and online fragrance sales together with Fashion, Lifestyle, Influencers, Artists and Artisans—the 5 pillars of Edge Beauty. And today Scent Beauty offer 20 fragrance brands on its dot-com, including Cher, Creed, Fleur de Point, The Phluid Project, Tadashi Shoji, Terres D’Afrique, and Tom Ford. Scent Beauty works exclusively with Firmenich on all its fragrances and scents.

Mormoris explains the company’s concept further stating, in a press release circulated at the time of the ScentBeauty.com launch, “As an industry, we must break the cycle of creating derivative scents of best-sellers. We must aim to create completely new olfactory experiences embraced by a younger generation—which is why we use the word ‘scent’ more than ‘fragrance.’ In this spirit, ScentBeauty adheres to a philosophy of creating beautiful fragrances with a 'point-of-view', using minimalist packaging, and a focus on environmental preservation.”

And now, in December 2020, he has this to say about Beauty Edge’s involvement in the forthcoming launch of the Dolly Parton fragrance collection: “We are thrilled to share a new facet of Dolly’s personality with her millions of fans and admirers. She strikes a universal chord that resonates globally in the hearts of people across all age groups and many cultures.”

“The Dolly Parton franchise will be a powerhouse pillar for Edge Beauty​,” he says, “and we are delighted to build Dolly’s brand.”

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