Britney Brands is under the management of Give Back Beauty, which aims to take it to a new level

Give Back Beauty takes control of Britney Spears’ fragrances and plans to expand the brand globally, with a new perfume set for release in 2026.

Give Back Beauty (GBB) has become the official manager of Britney Brands since January 1, following a transition agreement with Revlon. The Italian company aims to strengthen its fragrance division in the U.S. with the iconic Britney Spears perfume line.

Revlon, through its subsidiary Elizabeth Arden, had been responsible for Britney Brands since its launch in 2004. However, following a legal dispute that included a lawsuit in August 2023, both parties reached an agreement, with GBB acquiring the intellectual property rights to the brand.

Corrado Brondi, CEO of GBB, assured that the company will take Britney’s line to “another level,” while maintaining its essence and authenticity. The first perfume under GBB’s direction is set to launch in 2026, with the aim of expanding the brand globally.

Over 20 years, Britney Brands has sold more than 10 million units, with hits like ‘Fantasy’ and ‘Curious.’ Now, GBB seeks to attract new generations and consolidate the brand in key markets like the U.S., the UK, and Spain, while maintaining its connection with Britney’s fans.