Give Back Beauty, officially the licensee for Britney Spears’ Britney Brands as of Jan. 1, is looking to supercharge momentum for the longstanding fragrance range.
This comes after the Italian beauty conglomerate signed a transition agreement late last fall with Revlon’s Elizabeth Arden, which was the longtime licensee for Britney Brands and previously renewed its partnership with Spears every five years since the line debuted in 2004.
The deal was reached following a monthslong dispute between the companies after Revlon filed a lawsuit on Aug. 26 in the Southern District of New York against GBB and four former Revlon employees. The suit accused the employees of sharing “trade secrets” with GBB before moving to the company and “taking the Britney Brands relationship with them.”
The lawsuit was officially withdrawn in December after negotiations between Revlon and GBB reached an agreement, wherein the latter paid an undisclosed sum to Revlon to acquire the formulas and other intellectual property rights for Britney Brands.
“Give Back Beauty will bring Britney’s fragrance and beauty business to another level,” said GBB founder and chief executive officer Corrado Brondi. “We are looking forward to building on that legacy, introducing innovations to her product lines and expanding the brand into new markets globally while ensuring the spirit and authenticity of her brand remain intact.”
The first new Spears fragrance under the Give Back Beauty umbrella will be introduced in 2026, Brondi said.
“We’re in the very early stages now, but the objective is to keep developing Britney’s current fragrance pillars — because they are very strong — while also launching new fragrance pillar lines in the years to come,” said Brondi, who did not specify the length of GBB’s newly inked license with Britney Brands but said it is a “long-term agreement.”
More than 40 Britney Brands fragrances were launched over the course of Spears’ 20-year partnership with Revlon, with bestsellers today including Fantasy, Curious and Midnight Fantasy, all priced under $30. By 2006, the line crossed the $300 million sales threshold, selling more than 10 million units since its debut with Curious in September 2004.
The fragrances are sold in more than 60 countries, with key markets including the U.S., U.K., Spain and Brazil and retailers including Amazon, Walmart and CVS Pharmacy in the U.S.; Shoppers Drug Mart and London Drugs in Canada, and department and specialty stores such as El Cortes Ingles and The Perfume Shop in Spain and the U.K., respectively.
“My fragrance business has always held a special place in my heart — it’s always been a way for
me to connect with my fans, who I love,” Spears said in a statement, adding, “I’m excited for this new chapter and bringing more beauty into the world with Give Back Beauty.”
The line’s shoppers are primarily Millennial and Gen Z women, though GBB is “also looking at younger consumer Targets who look to Britney as a strong reference,” Brondi said.
Britney Brands joins GBB’s U.S. fragrance division, which also features Tommy Hilfiger’s fragrance line, acquired by GBB from The Estée Lauder Cos in 2022. The conglomerate also operates an indie and talent division, which incubates celebrity-backed brands such as Blake Lively’s hair care brand Blake Brown as well as a prestige division, which includes fragrance licenses for luxury brands such as Zegna, Elie Saab and Mercedes-Benz.
“Britney Spears is a perfect fit for our U.S. fragrance division — it’s a relevant, sizable fragrance brand and we believe it has strong potential to grow in the future,” Brondi said.
Last month, GBB signed an agreement with Italian giant Angelini Industries to acquire its beauty division, AB Parfums SpA, for an undisclosed amount. Launched in 2013 as Angelini Beauty, AB Parfums SpA develops fragrances for brands like Trussardi, Laura Biagiotti and handles Italian distribution for Ralph Lauren, Maison Margiela and more.
