Extravaganza Beauty, which already holds stakes in niche fragrance brands including Amouage, Ex Nihilo, Nishane, Maison Crivelli and Marc-Antoine Barrois, has just acquired Roja London, a British luxury fragrance house founded in Mayfair, London in 2011 by Roja Dove.
Roja Dove will continue to support the brand in a consulting role, particularly on creative matters.
“This change will allow me take on a role within the brand which suits me best, as creativity and education have always been at the heart of everything I love and am passionate about. I feel enormous pride for what we have created with Roja London and have confidence that the legacy of Roja London is in safe hands,” said Roja Dove.
Audrey Minard will remain Global CEO of Roja London following the completion of the deal. At the helm since 2021, she will continue to strengthen the brand’s position in the luxury fragrance space, and will be specifically in charge of preserving its DNA while leading the next phase of growth.
“From the beginning of our commercial partnership in the GCC, Extravaganza Beauty have demonstrated a strong understanding of the standards required to successfully build and commercialise niche luxury fragrances,” commented the CEO.
The acquisition is expected to provide Roja London with the support and resources needed to accelerate growth in key fragrance markets and to reinforce its positioning in the Middle East while continuing to invest in new product development.
Financial terms of the transaction have not been disclosed.
