Jay-Z behind new scents
The scents are being produced by US firm Parlux in association with Jay-Z’s Iconic Fragrances company.
‘We are excited for the opportunity to partner with Parlux and their management team in the launch of these dynamic new brands,’ says Jay-Z, 39.
Parlux have previously been behind the release of Paris Hilton and Jessica Simpson‘s perfumes.
‘We are extremely excited to begin work on our projects with Rihanna and Kanye West,’ CEO Neil Katz tells People.
As part of the deal, Jay-Z will launch his own signature scent in 2011.