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New York fashion label Guizio will launch its first perfume on Nov. 12, The Business of Beauty can exclusively reveal.
The scent, Heaven Knows, features notes of pear, blackcurrant and praline. It will retail for $104 and debut on Guizio’s website before rolling out to its three standalone stores in the US from Nov. 16.
Founded by designer Danielle Guizio in 2014, the brand has carved out a cult following for its feminine, playful designs including micro miniskirts, corset tops and teddy-bear-emblazoned knits. Its loftlike flagship store on Manhattan’s Greene Street has been the fragrance’s unofficial testing ground: Guizio said staff have been scenting the space with the unreleased juice using an industrial diffuser.
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“Customers are always [direct messaging] me, and saying ‘Oh my God, I just shopped at the New York store, and the clothes smell so good,’” Guizio told BoF. The fragrance is ethereal and vintage-inspired, with a wide-ridged bottle and a cap adorned with angel wings. While the pink juice inside taps into the white-hot gourmand trend, Guizio said she had been iterating on its blend for more than six years.
The label’s star is rapidly ascending, and its designs have been worn by celebrities including Sabrina Carpenter, Bella Hadid and Rosalía. Its backers have injected around $9 million into the company; These include Burch Creative Capital, the investment vehicle of Tory Burch co-founder J. Christopher Burch, and as of January, Redo Ventures, the family office of the Geiger family which owns beauty group L’Occitane. Guizio expects to generate more than $100 million in revenue in 2027.
While already embedded in New York’s downtown fashion scene, Guizio hopes to build out the brand universe.
“Having fragrance is one of the last puzzle pieces to complete who the Guizio woman is,” she said. “It’s more than just a fashion brand.”
Learn more:
Fine Fragrances Are Getting a New Gourmet Twist
The fragrance boom is being driven by “neo-gourmands,” experimental and offbeat scents that take food notes like cold milk or sea salt to artisanal dimensions.
