Jay Z is entering the fragrance business – The rap mogul is set to debut his first men’s fragrance, Gold Jay Z, through his partnership with Barney’s later this month. Designed to smell “ultra luxurious,” the new fragrance was created in collaboration with Ilias Ermenidis of Firmenich, the world’s second-largest perfume company.
“I was impressed with JAY Z’s style and confidence and was drawn to the ease with which he carries himself and all of his success,” says Ilias Ermenidis. “He has a natural cool that people want a piece of. In developing GOLD JAY Z, I wanted to capture both the vibrant ambitious part of JAY Z’s charismatic persona and his effortless style that he naturally embodies through a fusion of notes chosen by JAY Z.”