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Joey Gabbay, CEO of Bluestar Alliance, states, "This deal marks the brand's first step in evolving from fashion into a luxury lifestyle brand. With Revlon's expertise, we can confidently expand into fragrances." For years, Palm Angels has sought to embody a street-culture-inspired lifestyle, moving beyond its roots as a clothing line.
Revlon CEO Michelle Peluso adds, "Partnering with Palm Angels—one of Europe's most exciting fashion brands—is transformative. As we accelerate Revlon's fragrance business, Palm Angels will help us reach prestige audiences in new markets and through innovative distribution channels. Their highly engaged following presents a tremendous opportunity." Details of the fragrance collection remain under wraps.
To revitalize its brand, Revlon has expanded its product range, introducing bond-repair technology in its ColorSilk haircare line and lightweight makeup formulations. These moves signal a shift from its traditional full-coverage makeup legacy toward stabilizing its image and capturing new sales.
Yet, fragrances are central to Revlon's revival strategy. "Every brand, no matter how established, must innovate to stay relevant," Peluso tells Vogue Business. "Revlon is entering a new phase, and the Palm Angels deal is key to our growth. My goal is to engage untapped markets, connect with new audiences, and ensure cultural resonance through diverse distribution channels."
This partnership follows Revlon's renewed licensing agreement with Juicy Couture in April, which included new perfumes, body sprays, and creams. Revlon is also re-entering the celebrity fragrance market.
Peluso outlines a two-pronged strategy: "First, we'll boost existing brands like Juicy Couture with new products and retail expansion. Second, we'll collaborate with fashion brands and celebrities to align with trends."
Palm Angels' entry into fragrances reflects its dominance in high-end streetwear, particularly among younger consumers. "Revlon understands fragrance development, but Palm Angels brings expertise in their niche. Together, we'll ensure the right distribution strategy to reach our audience," Peluso explains.
The fragrance market is slowing, with growth rates declining. Economic pressures—inflation, tariffs, and weak consumer sentiment—pose additional hurdles.
Yet, Peluso remains optimistic: "Revlon is committed to building fragrances into a long-term powerhouse. By partnering with strong brands, we'll diversify and strengthen our portfolio."