BILLIE EILISH LAUNCHES NEW FRAGRANCE, YOUR TURN, EVOLVING BILLIE EILISH FRAGRANCES INTO A MASTER BRAND

The woody fresh eau de parfum signals the next era of Eilish's passion for fragrance.

I've always been extremely passionate about scent and love the process of developing something new. I'm excited to share the newest scent and bottle in my fragrance collection, "Your Turn". — Billie Eilish

NEW YORK, Feb. 6, 2025 /PRNewswire/ -- Billie Eilish Fragrances announces the launch of Your Turn, a new pillar in its award-winning fragrance portfolio. Your Turn exemplifies Billie's passion for creati beautiful and complex fragrances that spark memories and emotions, inviting consumers to form their own experience with and connection to the new fragrance. Developed in partnership with leading global beauty company Parlux Ltd., this new pillar represents Billie Eilish Fragrances' next phase of growth trajectory and evolution into a master brand.

Your Turn builds on the Eilish fragrance collection's significant global demand and commercial success Eilish, Eilish No. 2, and the limited-edition Eilish No. 3 – across direct-to-consumer, Ulta Beauty and key retail partners abroad. Since entering the fragrance market in 2021, the brand has achieved impressive sales milestones and established a strong foothold in the competitive fragrance industry. All three Eilish fragrances have garnered top industry accolades and received the coveted Consumer Choice Award from The Fragrance Foundation.

With a vision of timeless artistry, Your Turn joins Billie's celebrated collection of fragrances, each transcending the traditional fragrance bottle to become a striking home décor piece. Inspired by Billie's artistic admiration for dice, the bottle mirrors a pair she previously acquired. Its translucent chrome fini gives Your Turn a distinctive, sculptural allure, creating a captivating presence that reflects the lighti and elements of its surroundings.

"Since our partnership with Billie and her team began, she has always maintained authenticity in all she does as an artist and creative, and Your Turn is a perfect example of this," said Lori Singer, President of Parlux Ltd. "The process was a beautiful collaboration, from the juice creation to the bottle's design. We couldn't be more thrilled about what we've accomplished with our partners, especially as we begin this next stage of Billie Eilish Fragrances as a master brand."

This modern, sensual fragrance opens with the zesty brightness of bergamot peel, invigorating cardamom pod, and fresh ginger. It deepens into a delicate heart of velvet peach skin, night-blooming jasmine, and the refreshing touch of coconut water– grounded by the rich warmth of Australian sandalwood, enveloping captive musks, and the sustainably sourced elegance of upcycled Sylvamber™.

"Creating Your Turn with Billie was a journey of discovery," said Frank Voelkl, Principal Perfumer at Firmenich. "We worked through countless iterations to develop a scent that captures the warmth and richness of sandalwood while layering in something unexpectedly fresh. It's a fragrance that reflects Billie vision of individuality and uniqueness."

Like Billie's existing fragrances, Your Turn is vegan, paraben-free, and made with clean ingredients. The carton is printed in Envirofoil and made with 100% renewable wind energy. As with all Billie Eilish Fragrances, PETA's Global Beauty Without Bunnies program also certifies the fragrance as cruelty-fre The Eau de Parfum is available in four sizes: 100mL for $90, 50mL for $80, 30mL for $70, and a 10mL travel spray for $28. The fragrance will be available starting today exclusively at billieeilishfragrances.com and will become available at Ulta Beauty and select global retailers beginning in spring 2025.

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Press Contacts:
Richard Gallo
Senior Director, Beauty
Factory PR - [email protected]

SOURCE Parlux Ltd.