Juicy Couture partners with Centric Brands  to expand its product offering 

USA – Juicy Couture has strengthened its presence in the beauty sector through a strategic licensing partnership with Centric Brands and Authentic Brands Group, the brand’s parent company. 

This collaboration marks a significant evolution for Juicy Couture, extending its legacy beyond fashion and fragrance into a broader portfolio of beauty and personal care products.

The partnership is accompanied by the launch of a new collection featuring a diverse range of cruelty-free offerings, including hair care, bath, nail, and cosmetic products. 

According to the brand, Centric Brands’ beauty division will be responsible for designing, manufacturing, and distributing the products. 

This expansion builds on Juicy Couture’s longstanding success in the fragrance category, where its iconic scents, such as Viva La Juicy, have remained global bestsellers for nearly two decades. 

By entering the broader beauty space, the brand aims to deliver a more holistic lifestyle experience, aligning its expressive fashion heritage with the sensorial world of beauty.

Christina Martin Pieper, EVP, Lifestyle at Authentic, stated,  “From the signature scents that defined an era to the glamorous, expressive world Juicy Couture created in fashion and beyond, adding beauty and bath to our strong fragrance business allows us to deliver a full lifestyle experience for our consumers.”

“We’re proud to expand our longstanding partnership with Centric Brands, whose expertise and vision continue to help bring our brands to life in exciting new ways.”

This announcement follows Revlon’s recent renewal of its global licensing agreement with Authentic Brands Group for Juicy Couture fragrances, marking a continuation of a partnership that began in 2016.

Under the agreement, Revlon will retain exclusive global rights to manufacture and market all Juicy Couture fragrance lines.

The new agreement supports an expanded product portfolio, including new launches across core fragrances and scented ancillary lines, further enhancing the Juicy Couture experience. 

Central to this achievement is Viva La Juicy, a signature fragrance celebrated for its fusion of wild berries, jasmine, and creamy vanilla, which captures the essence of bold femininity.

According to company officials, Juicy Couture’s fragrance line, which began alongside its early 2000s fashion legacy, has evolved into a key symbol of the brand.

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