Become a Vogue Business Member to receive unlimited access to Member-only reporting and insights, our Beauty and TikTok Trend Trackers, Member-only newsletters and exclusive event invitations.
Italian fashion label Palm Angels will launch its first fragrance in 2027, through a new licensing deal with Revlon.
Joey Gabbay, CEO of Palm Angels parent company Bluestar Alliance, says the agreement marks a path for the brand to move beyond fashion and to establish itself as a luxury lifestyle brand. “Revlon’s expertise and capabilities will allow us to confidently enter the fragrance business. Palm Angels has always aimed to create a lifestyle experience for our customers rooted in street culture that extends beyond clothing, and fragrance is a natural next step to shaping this world upon the brand’s 10th anniversary,” he said in a statement.
For Revlon, the deal ushers in a new phase for the beauty group’s fragrance category. The company also licenses fragrances by Juicy Couture, John Varvatos, Geoffrey Beene, Lucky Brand and celebrities including Ice Spice and Christina Aguilera.
“This partnership with one of Europe’s most exciting fashion brands is both transformative and full of potential for Revlon. As we focus on accelerating Revlon’s fragrance business, Palm Angels is a fantastic partner who will help us reach prestige audiences in new geographies and across new distribution channels. The Palm Angels team has built a highly engaged following, and together I look forward to serving them further through this landmark fragrance deal,” said Revlon CEO Michelle Peluso in a statement. Details of the collection are yet to be announced.
It’s a transitional time for Revlon Group. Following its emergence from Chapter 11 bankruptcy in 2023 with $1.5 billion in debt and $236 million in liquidity, according to the brand, the beauty group has embarked on a renewed global growth strategy across marketing, product development and innovation.
To refresh its image, the group tapped celebrities such as actress Madelyn Cline, model Ashley Graham and YouTuber Nailea Devora as brand ambassadors. In 2024, the company named actress Keke Palmer as its first-ever chief brand officer for its haircare brand, Creme of Nature. Revlon has also updated its product offerings to better align with evolving consumer preferences, such as introducing bond-repair technologies in its ColorSilk Revlon haircare line and tapping into demand for dewy, lightweight formulations with glosses, oils and blush launches — expanding beyond the brand’s legacy of full-coverage makeup, which has evidently suffered in recent years, to secure substantial sales and shift consumer perception. The company also made a symbolic return to fashion week in 2024 by sponsoring Christian Siriano’s Spring/Summer 2025 show in New York, following a decade-long hiatus.
Fragrance, however, is where Revlon is now exerting its efforts as part of its revitalisation strategy. “Every company, no matter how established, must continuously innovate to stay relevant, while remaining authentic, which is exactly what we are doing at Revlon. We are in a new era at Revlon, and the Palm Angels deal [aligned with] our overall fragrances strategy is an important part of our growth story,” Peluso tells Vogue Business. “My vision for Revlon is to connect with new audiences, engage untapped markets, and leverage diverse distribution channels to ensure we remain culturally relevant for consumers.”
This deal builds on the momentum generated by the April renewal of Revlon’s licensing agreement with Juicy Couture (a franchise it partnered on in 2016 with Authentic Brands Group). The updated deal includes plans for fresh launches in core fragrance lines, as well as scented ancillary products like sprays and creams. Meanwhile, Revlon is also tapping back into the potential of the celebrity fragrance market, after announcing last week it’s partnering with rapper Ice Spice on her first fragrance line, set to debut in 2026.
Expanding Revlon’s licensing model is central to Peluso’s strategy. “Our fragrance strategy is two-fold. First, we are focused on growing our existing brands, with an emphasis on Juicy Couture, through product launches and reaching consumers through new retail channels. Second, we are focused on bringing in fresh fashion brands and celebrities to drive relevance and expand both our audience and footprint,” she explains.
The addition of Palm Angels represents a push into the luxury streetwear space, a niche that continues to gain traction with global consumers, particularly younger demographics. “Revlon knows how to scale a fragrance brand, but the team at Palm Angels knows their brand and consumer base better than anyone, so this will require collaboration to get the product to market. We will also need a strong distribution strategy to ensure that we are showing up in the right places for consumers,” Peluso says.
Still, the timing isn’t without its challenges: the fragrance category is beginning to experience a slowdown, with growth starting to moderate. Economic headwinds, including inflationary pressures, tariffs and weakening consumer sentiment could pose additional obstacles.
Peluso remains bullish. “Revlon is committed to driving strong growth in fragrances for the long term. We intend to modernise and diversify our portfolio by collaborating with brands that have a strong presence and a loyal consumer base, so we can grow together,” she says.
Comments, questions or feedback? Email us at feedback@voguebusiness.com.
