Steve Madden is undeniably a leader in the fashion space, but its influence is only growing. Six years since its initial venture into fragrance, the brand is expanding its reach by reentering the category on Monday, April 29. The new fragrance is called Goldie Eau de Parfum ($78), named after the designer’s daughter, Goldie Ryan Madden.
The fragrance comes in a gold heart-shaped gold bottle that’s as much a statement piece as it is a perfume. According to a report from WWD, Goldie features top notes of bergamot, pear and jasmine, with warm wooden base notes.
The brand is teaming up with Parlux, a beauty company that designs, manufactures, markets and distributes fragrances. They’re the creatives behind numerous big-name beauty brand successes, including Eilish by Billie Eilish, Paris Hilton Fragrances and Jason Wu Fragrances, among others.
Madden told the outlet that the decision to reintroduce perfume felt opportune, particularly “with the brand exploding and the synergy of finding Parlux.”
Lori Singer, president of Parlux, told WWD that Goldie marks the beginning of what the brand envisions as a “wardrobe of Steve Madden fragrances.” In other words, this sounds like there are more Steve Madden fragrances in the pipeline.
“Fragrance is a natural extension for a brand like Steve Madden,” Singer added. “We’re looking to all of the brand’s existing consumers and fans…and also creating an entry point for these new and younger consumers—it unlocks that larger customer base.”
She continued: “[Goldie] evokes a sense of youthful exuberance, which I think a lot of folks are going to relate to. In creating it, we wanted to stay true to the Steve Madden ethos—the stylish, fashion-forward authenticity of Steve Madden—and thinking about how we could bring that to life through fragrance.”
As mentioned, this isn’t Steve Madden’s first foray into fragrances. In 2018, the brand introduced its debut fragrance collection, The Factory. The limited-edition collection featured five one-ounce perfumes with playful names that echoed their notes, such as “She Plays With Fire” and “Kiss My Rose.”
At the time of their launch, Allure reported that according to Steve Madden’s website, the fragrances were crafted to mirror “how style shifts with every mood, vibe, and feel,” adding that “the five scents tap into different sides of style and self-expression.”
Goldie stands out rather distinctly from The Factory, possibly due to Parlux’s influence. After all, the beauty company has been quite active. Earlier this week, the business behemoth unveiled LeBron James’ grooming collection called The Shop. The collection features men’s essentials from face cleanser to hair pomade, all priced at an accessible $10 each.
“From our very first meeting, Parlux saw the tremendous potential and opportunity for The Shop to create a grooming line as a natural extension of the show and their community,” said Singer. “The products consist of skin care, hair care and beard care at an accessible price point that encapsulate The Shop’s values of high performance, empowerment and self-care.”
