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Nirvana Brands boosts celebrity fragrance portolio with Lovely Distribution Company acquisition

Chloe Burney
18 May 2023

Nirvana Brands, the UK-based fragrance company, has completed a deal with Lovely Distribution Company, cementing its position in the luxury fragrance sector.

Established in 2002 by Dilesh Mehta, Nirvana Brands now boasts an extensive portfolio of fragrances categorised under 'celebrity', 'classics', 'prestige' and 'lifestyle'. This long list includes the likes of Ghost, Porsche Design and Ariana Grande fragrances. By acquiring the Lovely Distribution Company, Nirvana Brands cements its position as a key player in luxury fragrance.

Dilesh Mehta, CEO of Nirvana Brands, commented: "We are thrilled to welcome Lovely Distribution Company into the Nirvana Brands family. Their expertise in developing and distributing leading fragrance brands aligns perfectly with our mission to provide quality luxury beauty products to our customers."

With this move, the company will add Lovely Distribution Company-owned fragrances to its portfolio, which includes Sex in the City star Sarah Jessica Parker’s Lovely fragrance.

Andre Frenkle, the former CEO and Co-owner of Lovely Distribution Company, added: "This is an exciting time for our company and for the fragrance category. By joining forces with Nirvana Brands, we will be able to provide even more value to our customers and bring new and innovative products to the market."

This follows a new research report, which revealed the UK’s most popular celebrity-endorsed fragrances. The data revealed that Ariana Grande is the front-runner in the realm of celebrity perfumes, with her perfume Cloud Intense taking the spot as number one.

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