Extravaganza Beauty acquires Roja London
Roja London’s products are crafted in England and positioned as haute perfumery.
UK – Extravaganza Beauty, a Middle Eastern beauty conglomerate, has acquired Roja London, the independent British haute perfumery house founded in Mayfair in 2011 by master perfumer and fragrance historian Roja Dove.
The acquisition is intended to support Roja London’s expansion ambitions, with new investment earmarked to deepen the brand’s footprint in key markets and further fund product development and innovation across its core lines.
These include the Prestige, Elysium, Aoud, Isola and Art Collections, which form the backbone of Roja London’s signature portfolio. Financial terms of the transaction were not disclosed.
Audrey Minard, global CEO of Roja London, will remain in post after the deal closes and will continue to lead the brand’s vision and strategy as it moves into its next growth phase.
Minard, who has headed Roja London since 2021, said Extravaganza Beauty has shown a strong grasp of the standards needed to build and commercialize niche luxury fragrances, beginning with their earlier commercial partnership in the Gulf Cooperation Council (GCC) region.
She described the tie‑up as an opportunity to evolve Roja London’s brand story, accelerate global growth and reinforce its positioning in the Middle East.
Founder Roja Dove will step back from day‑to‑day leadership and move into a consultancy role, providing ongoing creative guidance and expertise while the house enters this new chapter.
Dove said selecting a partner that “understands the soul of the company” was essential to safeguard the brand’s distinctive character, and he credited Extravaganza Beauty with championing creative perfumery in the Middle East and having the drive and respect to help Roja London reach its full potential.
Roja London (Roja Parfums) offers an extensive portfolio of ultra‑luxury fragrances, candles, and diffusers, with standout collections like Amber Aoud, Elysium, Diaghilev, and the Prestige Collection.
According to a report by Mintel, the UK fragrance and scent market reached a retail value of approximately £1.7 billion in 2026, with forecasts suggesting it will surpass £2 billion by 2030.
Meanwhile, Mane recently acquired Florida-based citrus oil fractions and natural essences supplier Cvista, establishing a global Citrus and Beverage Centre of Excellence in the United States.
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