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In 2021 You Too Can Smell Like Dolly Parton

In 2021 You Too Can Smell Like Dolly Parton

There we were, thinking we’d see out 2020 without another celebrity beauty brand announcement.

In 2021 You Too Can Smell Like Dolly Parton

In a year that has bought us not just a global pandemic but new a glut of beauty collections from stars the likes of Jennifer Lopez, (JLo Beauty), Alicia Keys, (Keys Soulcare) and Pharell Williams (Humanrace) with further trademarks filed indicating Kanye West, Serena Williams, Gwen Stefani and Cardi Balso have beauty plans imminently, there’s another to add to the list.

Dolly Parton will be launching a beauty line in the northern spring. 

The singer has had a busy few months, playing a part in the development of a COVID-19 vaccine thanks to a $1m donation to Vanderbilt University Medical Center in Nashville, one of the trial sites for the Moderna vaccine, as well as recently releasing a Christmas album, A Holly Dolly Christmas, and a Netflix film, Christmas on the Square.

The full details of Parton’s partnership between the 74-year-old icon and Edge Beauty haven’t been confirmed as yet but the brand indicated to WWD.com they are looking at ‘diverse offerings’ including fragrance in a number of formats.

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

The brand is thinking outside the box in terms of products and how consumers will have access to them given traditional in-store sampling may be difficult due to COVID-19 restrictions.

“We know that people like to scent their hair, clothes, homes, as well as their own skin. So we’re working on a multiplicity of olfactory forms that will indicate the fragrance value,” Steve Mormoris, CEO of Edge Beauty, told WWD.

“Consumers will be able to try the fragrance through discovery-size vials at an accessible price prior to the purchase of a full size, because if someone doesn’t want to leave their home but wants to try the fragrance, and there aren’t testers in stores, then we have to adapt.”

Parton is well-known for embracing an extensive beauty routine. Earlier this month she described herself as always ‘street ready’ with hair and makeup done, in an interview with Marie Claire. 

“I have to always stay ready—street ready, I always say. I have to keep my makeup on and keep my hair done. Like, when I’m in L.A.—I’ve told you about it—if it’s going to earthquake, if we get an earthquake, I’m not running out in the street looking like you look now. I have to be ambulance-ready at all times, if I get sick or something.”

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