Britney's Perfumes Get a Fresh Start: Give Back Beauty Takes the Reins

The pop princess's perfume empire has a new home. After 20 years with Revlon, Britney Spears' fragrance line – worth hundreds of millions and spanning over 60 countries – is now under Give Back Beauty's (GBB) management. The transition follows months of legal wrangling that ended with GBB paying Revlon an undisclosed sum for the formulas and rights to Spears' scents.

Since Curious first hit shelves in 2004, Britney's fragrances have sold over 10 million bottles, with Fantasy and Midnight Fantasy becoming drugstore staples. "My fragrance business has always been my way to connect with fans," says Spears. That connection has stayed strong through the years, thanks in part to accessible pricing – most of her scents retail under $30.

GBB, which took control on January 1st, brings serious star power experience to the table. They're the company behind Millie Bobby Brown's social media phenomenon Florence by Mills and Blake Lively's record-breaking Target haircare line, Blake Brown. Now they're planning to maintain Britney's current bestsellers while developing new fragrances for 2026.

The Italian beauty group's chairman Corrado Brondi has laid out an ambitious three-year roadmap for global expansion. It's part of GBB's larger growth strategy – they recently acquired perfume maker AB Parfums and manage fragrances for brands ranging from Tommy Hilfiger to Mercedes-Benz.

Fans can still find their favorite Spears scents at familiar retailers: Amazon, Walmart, and CVS in the US, plus major stores worldwide. While GBB aims to attract younger consumers, they're committed to keeping the existing product line intact for Britney's loyal Millennial and Gen Z following.

Twenty years after Curious first captured fans' attention, Britney's fragrance empire isn't just hanging on – it's gearing up for a new chapter. With GBB's motto "big enough to matter, small enough to care" guiding the way, this changing of the guard might just be the fresh start both brand and fans have been waiting for.