Extravaganza Beauty Acquires Roja London Fragrance House
How Will Roja Dove’s Role Change After the Sale?
LONDON — Roja Dove, renowned master perfumer and fragrance historian, has sold his luxury fragrance brand Roja London to Extravaganza Beauty, a Middle Eastern conglomerate specializing in beauty and lifestyle brands. The acquisition was confirmed this week, with Dove transitioning to a consulting role while Extravaganza Beauty’s CEO Audrey Minard will oversee integration and future development of the house. Financial terms of the deal were not disclosed.
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What New Products Can Consumers Expect?
Although no longer the owner, Roja Dove will remain involved with the brand as a consultant, lending his expertise to fragrance development and brand storytelling. He emphasized that the sale allows him to focus on creative pursuits while ensuring the house continues under capable stewardship. Audrey Minard stated that preserving Dove’s artistic vision is central to Extravaganza Beauty’s plans, noting that his continued involvement will help maintain the brand’s authenticity and innovation.
Extravaganza Beauty intends to grow Roja London’s offerings beyond its current line of perfumes and scented candles. Early plans include expanding into home fragrance, luxury bath and body collections, and limited-edition releases inspired by Dove’s archives. The company also aims to increase availability in select international markets through partnerships with luxury retailers. While no specific launch dates were given, Minard confirmed that new developments are already underway, with a focus on quality and exclusivity to match the brand’s heritage.
Will Roja London change its signature scent profiles? No, the brand’s core fragrances will remain unchanged, with any new creations developed in consultation with Roja Dove to uphold its olfactory identity.
Frequently Asked Questions
Is Roja Dove still creating perfumes for the house? While he is no longer in charge of production, Dove will consult on new fragrances and creative direction, ensuring his influence continues.
Where will Roja London products be sold after the acquisition? The brand will continue to be available in existing luxury channels, with plans for expanded distribution in select global markets through Extravaganza Beauty’s network.