Cosmoprof North America is bringing a slew of recent brands to its first Miami Edition next month — including one from a famed soccer star.

Lionel Messi can be unveiling his eponymous fragrance brand, Messi Fragrance, on the event, which is able to happen Jan. 23. Messi created the fragrance with licensee Game On Product Group, which can be distributing it globally upon its launch later in 2024.

Other brands exhibiting on the show are also recent to the sport. An announcement from Cosmoprof North America said greater than half of the exhibitors are recent brands that haven’t previously shown at Cosmoprof North America’s annual Las Vegas event.

Messi is the most recent in an extended line of celebrity fragrance players. Beyoncé launched her fragrance, Cé Noir, earlier this 12 months, as did Millie Bobby Brown. Sabrina Carpenter and Ariana Grande each expanded their existing assortments. 

It’s been a giant 12 months for Messi, who made his Stateside soccer debut with Inter Miami earlier this 12 months. Six of his 2022 FIFA World Cup jerseys are being auctioned by Sotheby’s and are expected to fetch greater than $10 million.