ROJA London acquired by Extravaganza Beauty to accelerate global expansion
British haute perfumery house ROJA London has been fully acquired by Extravaganza Beauty, bringing new investment and resources to support the brand’s international growth.
Financial terms of the transaction have not been disclosed. The deal follows an existing commercial partnership between the two companies in the Gulf Cooperation Council (GCC) region.
Across its Prestige, Elysium, Aoud, Isola and Art collections, Extravaganza Beauty intends to strengthen ROJA London’s position in key markets while maintaining investment in product development.
The group operates in luxury beauty through niche fragrance distribution and retail, alongside brand development. Its portfolio and partnerships include Amouage, Ex Nihilo, Nishane, Maison Crivelli and Marc Antoine Barrois, and its international footprint extends across the Middle East, Europe, the Americas and Africa.
Audrey Minard, who has led ROJA London since 2021, will continue as Global CEO and remain responsible for the house’s vision and strategy.
“From the beginning of our commercial partnership in the GCC, Extravaganza Beauty have demonstrated a strong understanding of the standards required to successfully build and commercialise niche luxury fragrances,” Minard said.
Founder Roja Dove will move into a consultancy role centred on creative guidance and fragrance education.
“Choosing the right partner for its next chapter, one who understands the soul of the company, to ensure that it flourishes was essential for me,” Dove said. “Extravaganza are that company.”
Founded by Dove in Mayfair in 2011, ROJA London has developed selective international distribution through luxury retailers including Harrods, Bloomingdale’s, Saks Fifth Avenue and KaDeWe. Its fragrances are made in England and presented in crystal-embellished bottles.
Extravaganza Beauty Chairman Chadi Douaihy said the investment reflected the group’s confidence in ROJA London, its management team and its long-term potential.
