Beyoncé hasn’t made an official announcement, but if you peeped her Instagram account over the weekend, you may have spotted that she shared a link in her bio to her 315 million followers advertising her first perfume in almost 10 years.
The link takes those interested to an untitled fragrance simply called “eau de parfum,” which is being sold for $160 per bottle. The perfume will be her fourth fragrance, following the success of Heat, Pulse and Rise, which were released in 2010, 2011 and 2014, respectively. At the time, the retail value of the former fragrances sold between $22 – $45.
On the I’m That Girl star’s website, it states that the fragrance is a nice melodious blend of clementine, golden honey, golden amber and other notes.
The 41-year-old Houston native first entered the world of perfumes in 2004, during the rise of celebrities who put their name on scents, including Britney Spears, Jennifer Lopez, Jessica Simpson, Katy Perry and Lady Gaga.
But Beyoncé has since gone on to invest in other forms of businesses in the world of luxury and fashion. Earlier this year, she partnered with Balmain for a line called Renaissance Couture. Before then, she entered into a partnership with Adidas to produce Ivy Park, but the megastar and sportswear brand parted ways earlier this year after it missed its revenue target.
According to an insider who spoke to The Hollywood Reporter, the most decorated Grammy Award winner and Adidas, Ivy Park’s parent brand, mutually agreed it was best to terminate their relationship.
The news comes just one month after a recent Wall Street Journal report revealed that the former Destiny’s Child member’s popular clothing line “missed internal sales projections by over $200 million last year.”
While the mother of three still made $20 million in the deal, the line only made $40 million in 2022, a huge slump from the $93 million it made the year before. The company had projected the line to do $250 million.
This year, Adidas predicted the line would do $63 million in sales, although they had originally projected it would do $335 million.
“Adidas stands to lose $10 million on the partnership in 2022,” the report read at the time of its publication.
Sources told WSJ that the Ivy Park-Adidas partnership was set to expire at the end of this year, and executives were debating whether to revamp the line or end the deal entirely.
Sources say part of Ivy Park’s waning popularity was due to disagreements between Beyoncé’s team and Adidas about how to market the brand. Furthermore, the 41-year-old mother of three was rarely seen wearing apparel from the line, unlike West and his then-wife Kim Kardashian, who wore the Yeezy brand frequently.
Although the future of Ivy Park is uncertain, the Renaissance entertainer is still expected to earn $20 million in compensation from the activewear brand, as she has in previous years, according to the report.
An Ivy Park representative had refuted claims that the brand was facing a downturn calling analysts’ predictions “not correct.” Ivy Park is “strong and successful” and continues “to be inspired by our collective vision. [We] are proud of the work we have created together,” the spokesperson told Forbes, adding that the company does not disclose “key financial figures for individual product categories.”
Ivy Park was launched in 2016 in collaboration with Topshop, but she obtained full ownership of the brand two years later. In 2019, Adidas partnered with her on the brand, creating widespread demand.
