Kanye West and Rihanna are set to launch their own fragrance lines in 2010, via Parlux Fragrances, said reports.
With the brand, Jay-Z’s Iconic Fragrance will launch scents for both Def Jam artists, which he plans to take to the next level.
“We are excited for the opportunity to partner with Parlux and their management team in the launch of these dynamic new brands,” Jay said in a statement. “This venture will take what is already a successful franchise at Parlux to a new level.”
Parlux has already teamed up with the likes of Queen Latifah, Marc Ecko and Jessica Simpson. They’re also rumored to be in talks with Jay-Z, and an unidentified female artist to release an additional fragrance.
In other perfume/cologne news, Common has teamed up with Diesel for his own male fragrance called Only The Brave.
According to a press release, Only The Brave is a fragrance about “seizing opportunities and making a difference”, and “boasts the determination and strength to overcome adversity and make a mark.”
“I’ve always thought Diesel was a progressive, fresh brand — it has a classic feel, but pushes the envelope,” Common explains. “I wanted to partner with Diesel because that’s really what I’m about too — to be an individual and an artist, it takes both bravery and courage.”
Via the new deal, Common will be featured in the line’s upcoming print and television ad campaigns, and will perform at select Diesel stores worldwide, including the Los Angeles location on Wednesday, May 20.