Dolly Parton has signed a long-term license agreement with Edge Beauty for the creation, development and distribution of the iconic entertainment superstar’s signature fragrance, in a deal brokered by IMG. The fragrances will be inspired by Parton’s own signature scent, with the first collection set to launch in spring 2021.

“Fragrance has always played a major role in my life—I wear my own combination of scents every day,” stated Parton. “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.”

“We are thrilled to partner with Dolly Parton to bring her fragrance to the worldwide market. Dolly is an icon who embodies boundless optimism, moral courage and respect for people of all generations, genders and cultural sensitivities,” said Steve Mormoris, CEO of Edge Beauty, Inc. “We are planning a colossal launch for her fragrance across channels, price points, and geographies. The fragrance is slated to launch in the Spring of 2021 and I am pleased to say this fragrance is absolutely stunning.”

Edge Beauty @ScentBeauty has developed fragrances with other stars including Cher and Influencers Natalie and Dylana Lim Suarez.

Gary Krakower, Vice President of Licensing at IMG—Dolly’s exclusive global licensing represen­tative—stated: “Dolly has always been passionate about fragrances and creating her own signature scent, so it was top of our list and we are confident we have found the perfect partner in Edge Beauty. Unsurpri­singly, since we started working with Dolly to create her first branded lifestyle products, the response from both fans and the industry has been huge, so watch this space as there’s a lot more to come!”

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“Our ambition as a partner to Stetson is to make the brand more relevant, particularly today, as the iconography of the American West has changed,” said Steve Mormoris, CEO of Edge Beauty. The brand, which started in the 19th century as a clothing label, introduced fragrance in the Eighties.

Edge Beauty has a specific vision for Stetson, “Our plan is to broaden the brand from cologne into grooming, skin care and home scenting. These are categories which men and women are consuming more and more, especially in the COVID-19 world,” Mormoris said.

The licensing agreement came organically to Edge, which has big plans for Stetson. Industry sources estimate the business could do up to $100 million in sales annually after its multicategory expansion. “We didn’t pay anything for the license. There was no need to,” Mormoris said. “We shared our product development expertise, and we were perfectly in-sync with how to grow the brand.”

According to Mormoris, the brand has an “evergreen relevance bolstered by its folkloric, Western identity”. Still, he sees room for change and growth. “The opportunity in fragrance is a migration toward scents that are not necessarily a tool for seduction. Stetson is a brand that can deliver different fragrance products, as well as skin-care, grooming and home products that inspire a sense of wellness and sophisticated masculinity,” Mormoris continued.

Edge Beauty places a strong emphasis on its own direct-to-consumer channel, but Mormoris said Stetson’s positioning in the mass market also made it an attractive partner. “It’s a qualitative brand in the core of the mass market, which is the core of where people are now shopping,” Mormoris said. “We’re excited by their own re-branding efforts and moves toward signature fashion, which will only complement what we’re doing in the beauty space.”

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