Big news in the niche fragrance world: Roja London, the independent British haute perfumery house, has been snapped up by Middle Eastern beauty conglomerate Extravaganza Beauty.
So where’s the money going? Straight into fuelling Roja London’s expansion plans.
That means a stronger footprint in key markets. It also means continued investment in product development and innovation across the house’s signature lines, including the Prestige, Elysium, Aoud, Isola and Art Collections.
Roja Dove, a British master perfumer and fragrance historian, founded the house in Mayfair back in 2011.
How much did the deal cost? Nobody’s saying, since the financial terms haven’t been disclosed.
Audrey Minard, Global CEO, Roja London, said: “From the beginning of our commercial partnership in the Gulf Cooperation Council [GCC] region, Extravaganza Beauty has demonstrated a strong understanding of the standards required to successfully build and commercialise niche luxury fragrances.
“What particularly excites me about this new partnership is the entrepreneurial spirit and ambitions we share.
“This is an exciting opportunity to evolve our brand story, accelerate the next phase of Roja London’s global growth and reinforce our positioning in the Middle East.”
Minard isn’t going anywhere. Once the deal closes, she’ll stay on to steer the brand’s vision and strategy through its next growth phase.
She’s been at the helm since 2021. Looking ahead, she’s pledged to keep building Roja London’s reputation as a dedicated luxury fragrance house.
Dove, meanwhile, is stepping into a consultancy role.
He’ll keep offering his expertise and creative guidance to the house he built, which feels fitting as it turns this new page.
Dove added: “Creating Roja London was incredibly personal and was born from passion and my love of quality and creativity.
“Choosing the right partner for its next chapter, one who understands the soul of the company, to ensure that it flourishes was essential for me – Extravaganza Beauty is that company.
“They have championed creative perfumery in the Middle East and have the drive, expertise, and respect for the brand to allow it to grow and reach its full potential, whilst protecting its distinctive character.”
Chadi Douaihy, Chairman, Extravaganza Beauty, continued: “We have been impressed by what the management team has achieved over the past few years at Roja London.
“Our investment reflects our confidence in the brand, its team and its long-term potential.
“We look forward to supporting the business in its next stage of growth, accelerating its development and taking it to the next level, while continuing to deliver an uncompromising luxury experience.”
