Dolly Parton partners with Edge Beauty for new fragrance

Dolly Parton and beauty group Edge Beauty, Inc. have signed a long-term license agreement for the creation, development and distribution of the iconic entertainers signature fragrance.

The fragrances will be inspired by Dolly’s own signature scent, with the first collection set to launch in Spring 2021.

Edge Beauty launches its brands on ScentBeauty.com as a portal for education, discovery and product trial. It launched as the world’s first multi-brand omnichannel platform for bespoke beauty brands.

Dolly Parton said in a statement: “Fragrance has always played a major role in my life – I wear my own combination of scents every day. I am so excited to share this dream with my fans. Developing my own brand and scent with Edge Beauty has been an amazing experience, and I am looking forward to becoming a big part of the fragrance community.”

Steve Mormoris, CEO of Edge Beauty, Inc. added: “We are thrilled to share a new facet of Dolly’s personality with her millions of fans and admirers. She strikes a universal chord that resonates globally in the hearts of people across all age groups and many cultures.

“The Dolly Parton franchise will be a powerhouse pillar for Edge Beauty and we are delighted to build Dolly’s brand.”

Edge Beauty’s portfolio currently includes Cher, Scent-Organix and The Phluid Project. The company has pledged to continue to launch new innovative brands to the market that showcase its belief in sustainability, charity, inclusivity and diversity.