Celebrities are flooding into fragrance.

The celebrities could have originally gravitated toward launching skincare lines, but now it’s perfume that’s having a moment.

In a wave paying homage to the celebrity fragrance heyday within the 2000s, celebrities of various size are either stepping into fragrance or doubling down on the business. Millie Bobby Brown recently took her brand, Florence by Mills, into the category; Sabrina Carpenter and Ariana Grande each introduced scents, and earlier, Drake’s Higher World Fragrance House expanded into Harrods within the U.K.

Paris Hilton’s fragrance business launched a latest fragrance last 12 months after nearly twenty years in business. In 2019, that business was estimated to have done $2.5 billion in sales since its inception in 2004.

Next on the docket is Beyoncé, who’s launching an eau de parfum on her website. It is accessible for preorder for $160 and can ship in November. Notes include clementine, golden honey, rose absolute, jasmine sambac, namibian myrrh and golden amber.

The megacelebrity had previously launched Heat ($59) in 2009, which, like many celebrity fragrances from that decade, fell by the wayside. With the continued explosion of the fragrance category — up 13 percent within the prestige market throughout the first half, per Circana — fragrance is poised to see more famous entrants.

Along with differentiated products, executives say fostering reference to consumers is the important thing to longevity for celebrity brands. Haley Sproull, an executive in business development for CAA, said that only gets harder as a star’s reach grows.

“When serious about the way to translate anyone’s celebrity or influence into success, we’re serious about two most important archetypes: macro and micro [celebrities],” she said. “At probably the most basic level, that is defined by the scale of their audience across social media. We typically find that there’s almost an inverse relationship between engagement and audience size. If you’ve gotten 20 million followers, you’re going to see fewer engagements per post, but for those who are a smaller, area of interest influencer, you’re going to have a highly engaged community.”

Constructing a community allows celebrities to depend on their fanbase to market products on their very own. “It comes back to the communities that a brand is in a position to construct in brands that at probably the most basic level, is about customer retention,” Sproull said. “Every brand, whether it’s skincare or cosmetics or fragrance, the last word goal is making a community of brand name evangelists which can be going to be your marketing engine.”

Despite the brand’s bumpy start in 2019, Sproull pointed to Haus Labs as a successful A-list-founded brand, despite the scale of CAA client Lady Gaga’s large following. “Her community of little monsters are so engaged, and she or he’s done a wonderful job of cultivating that community and constructing it,” she said. “You may consider numerous celebrities which can be massive and have enormous audiences, but have just been incredibly thoughtful about how they’re cultivating that community.”

The opposite piece is the founder’s involvement. For Parlux, the fragrance licensee that holds licenses for Billie Eilish — whose first fragrance was estimated to hit $60 million in sales, per industry sources — and Hilton’s fragrance businesses, which holds a job in evaluating every partnership.

“Celebrities will need to have a robust fan base, they will need to have a community of individuals — that’s paramount to creating authentic marketing plans for every latest launch,” said Lori Singer, president of Parlux. “Our founder-led brands take their fragrance businesses very seriously. And we would like to make sure their authenticity isn’t questioned.

“Celebrity culture drives trends and influences consumer behavior, so celebrity fragrances are sometimes on the forefront of consumer trends,” Singer continued. “Once we discover a latest celebrity license, we’re very particular about who we sign. We turn down greater than we accept. We at all times consider the longevity of the celebrity’s profession and the connection they’ve with fans to make sure that they’re sustainable brands.”