Philipp Plein Debuts in Fragrances With High-end Scent

MILAN — While many fashion brands tiptoe into the fragrance arena to consequentially evolve and introduce higher-end ranges, Philipp Plein opted for an inverse, bullish approach to make his introduction in the beauty industry. The Switzerland-based luxury fashion brand, known for its bold, flamboyant aesthetic presented in theatrical and extravagant runway shows, revealed the launch of the Philipp Plein Parfums business debuting The $kull, a sort of high-end olfactory manifesto intended to represent the core values of the brand and pave its way in the category. “I am a dreamer and a believer. I dreamt of launching a perfume years ago, I just wanted to wait for the right moment and the right partners,” said Philipp Plein, founder and owner of the namesake label. In particular, the designer found his business match in Patrizio Stella, a beauty industry veteran who now serves as chief executive officer of Philipp Plein Parfums. The fragrance division was established as a separate company in Geneva earlier this year and developed under the umbrella of a recently launched holding named Brands Beyond Beauty, which Stella cofounded with a management team from key beauty industry multinationals. “It’s a project we conceived three years ago,” said Stella. “We were a cohesive,

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