I don’t want to smell someone when they walk up, but if I give them an intimate hug, they have a subtle scent.” I love that kind of sense of memory, but I don’t like when you walk into an elevator after somebody’s walked out and you can smell their fragrance. Or maybe you laid in bed and your lover’s gone but you can smell them on your pillow. “I love to have scents that stay on, like say a sweater that you leave at your boyfriend’s house, and they smell it after and think of you. “I was very specific about that kind of thing,” she explained. She wanted the smell to be memorable, but not too heavy. She was her own guinea pig, wearing different variations of the scent for a week at a time to test it out. “We talked about what it is exactly that I wanted people to feel, particularly when they sprayed this on them and how it would represent them,” Azalea said. Working remotely through the pandemic, she and the perfumer had many conversations over Zoom, specifically focused on emotions and what the scent would evoke. “But secondly, they really respected my creative vision and took a back seat…I have total ownership and total control.” “The reason why they were the right partner for me was because they were willing to give me ownership, first of all, of my own brand that nobody else was really willing to give me,” Azalea said. After 11 years in the entertainment industry, as a four-time Grammy-nominee and multiplatinum artist, it’s Azalea’s first beauty release.

The endeavor is a partnership with L.A.-based Merveilleux Beauty. Priced at $57 for a 50-ml bottle, the fragrance is available at.

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