Merveilleux Beauty Launches New Fragrance Line from Global Artist and Entrepreneur Iggy Azalea

by | Jun 2, 2021

GRAMMY-nominated, multi-platinum artist, mother, and entrepreneur Iggy Azalea is launching a new fragrance line in partnership with private-equity backed beauty and cosmetic company, Merveilleux Beauty. The red-hot promotional campaign for the new line, which goes on sale today at www.parfumdeazalea.com, is sure to attract global attention among Azalea’s more than 53 million social media followers and music fans worldwide.

Inspired by Azalea’s home country, “Devil’s Advocate” carries the scent of ethically and sustainably-sourced Australian Sandalwood. Developed by Azalea and Merveilleux Beauty in tandem with perfumer Clément Gavarry and Firmenich, the house behind many of the world’s most iconic fragrances, the fragrance features notes of Citrus fruits, Vanilla Orchid, Musk, and Amber. “Devil’s Advocate” is refreshing yet seductive, and the bottle design is similarly sleek and sexy, featuring an image of a woman embracing her mischievous side, signifying the acceptance of the intoxicating fragrance.

Azalea, who has sold more than 48 million records and is the only artist besides The Beatles to hold the top two spots on the Billboard Hot 100 chart simultaneously with their first release, is a four-time GRAMMY Award nominee and the winner of two American Music Awards, three Billboard Music Awards, an MTV Video Music Award, a People’s Choice Award and four Teen Choice Awards. She will continue to expand her footprint in the beauty space throughout the year with additional announcements.

The company behind the partnership with Azalea is L.A.-based Merveilleux Beauty, whose founders and top executives include three well-known music industry players:

  • CEO Lars Halvor Jensen, a prominent Danish entrepreneur, record producer and music publisher whose artist credits include Diddy, Lil Wayne, Pitbull, NKOTB and Jordin Sparks; and whose AR app was launched by Mark Zuckerberg, who integrated it into Facebook Messenger;
  • President Wendy Starland, an award-winning singer/songwriter, record producer and fashion model who is credited with discovering and developing the iconic career of Lady Gaga. Starland has been honored by the Songwriter’s Hall of Fame, was GRAMMY nominated on Moby’s album Last Night and was also named VH1’s Best Emerging Artist;
  • CFO/General Counsel Stephen J. Easley, a veteran attorney and CPA who has counseled four members of the Rock and Roll Hall of Fame during a music industry career spanning nearly 40 years, worked with Ted Turner in creating CNN and the Superstation TBS, and as general counsel structured a number of multi-billion-dollar asset purchase and financing deals. Easley also serves as general counsel to The Buddy Holly Educational Foundation.

Backing the new company along with the firm’s partners are two private-equity partners: NYC-based Brevet Capital, a leading credit investment and specialty finance firm that has structured more than $20B in transactions and is led by CEO Doug Monticciolo;

and RDF Capital, a Raleigh-based investment vehicle controlled by PR agency, sports and film executive Rick French, chairman & CEO of French/West/Vaughan.

French and Easley have a long history of working together and created the story arc behind the new Buddy Holly inspired biopic, CLEAR LAKE, which is in development and nearing the start of pre-production.

“I am a musician and by good fortune that also makes me a traveler,” said Iggy Azalea. “In my journeys throughout the world, I have discovered the power fragrance has to open a window in time. The perfect scent, in the right moment, is pure magic. I can be anywhere on Earth, and a familiar fragrance will transport me to another place, rich in memory and emotion. Devil’s Advocate is an invitation into my world. It represents the duality of how I perceive myself. It’s warm, yet bold, and unapologetic about having a naughty side. Inspired by sensory reminders of home, I used Australian sandalwood for warmth, citrus fruits for a fresh, playful touch, and amber notes for depth and irresistible sensuality.”

“Working with Firmenich’s Théo Spilka and Iggy to bring her vision to life has been an incredible experience, and we are beyond excited to share it with the rest of the world,” said Jensen.

“Building a brand for an iconic artist such as Iggy Azalea is a privilege. Iggy’s attention to detail and passion for Parfum de Azalea is unmatched. This fragrance is the new classic,” added Starland.

Bulldog Reporter
Bulldog Reporter is a leader in media intelligence supplying news, analysis and high-level training content to public relations and corporate communications professionals with the mission of helping these practitioners achieve superior competitive performance.