In the latest episode of Beauty 4.0, CosmeticsDesign’s podcast for cosmetics and personal care manufacturers and suppliers, we sat down with Jennifer McKay Newton, the founder of DefineMe, a niche fragrance brand making waves through high-profile collaborations with Disney and Mattel.
DefineMe’s place in the fragrance space
DefineMe has built an impressive reputation for creating fragrances inspired by iconic characters, such as Disney Princesses and Barbie. But landing these collaborations didn’t happen overnight. “We are a niche indie brand doing fragrances for Disney…they discovered us at Beautycon and the same thing happened with Mattel,” Newton explained to CosmeticsDesign.
Her story shows that major licensing deals aren’t just reserved for big corporations — smaller, passionate brands have a place too, especially when they bring something fresh to the table.
Newton emphasized that passion is a key driver in selecting partnerships. “For me it’s not just about making a buck or getting the glory of it, I think you have to connect to it…it has to be something that I absolutely love, especially when working with fragrance,” she shared.
Discussing the creation of the Barbie fragrance, Newton pointed out the importance of capturing the essence of the brand while innovating for a modern audience. “When Barbie came, it just made perfect sense…for the scent itself, it had to be pink, it had to smell happy and fun and free and be beautiful…it’s not a kids’ fragrance,” she says. Instead, DefineMe’s Barbie perfume targets the nostalgia and aspirations of a broad consumer base, not just a younger demographic.
Long-term industry insights
On the topic of fragrance trends, Newton is optimistic and energized. “In terms of fragrance, it is not slowing down…now we have teenage boys that are really into fragrance. There’s going to be more innovation,” she noted. She sees a vibrant future for scent, with expanding demographics and greater demand for creativity and authenticity in formulations.
Longevity, both in terms of scent performance and brand relevance, is a key goal for DefineMe. “We want longevity, we want to make things that last and that people want to wear 20 years later,” Newton says. Her approach underscores the importance of creating fragrances that aren’t just trendy but have a lasting emotional and olfactory impact.
Jennifer McKay Newton’s journey offers valuable insights for brands aiming to enter or expand within the fragrance space. Authentic connection to the product, strategic visibility at industry events, and an unwavering commitment to quality are pillars for success in today’s dynamic beauty landscape.
Tune into the full episode of Beauty 4.0 to hear more about DefineMe’s rise, the ins and outs of licensing collaborations, and Newton’s take on where fragrance is headed next.