The art of perfume marketing: how fragrance is sold
A fragrance cannot be seen, touched, or displayed on a shelf like a dress. Yet it is sold by the mil...
In 2022, the Latin urban star, Colombian singer and songwriter Maluma (Juan Luis Londoño Arias), stepped beyond the music charts to introduce his first fragrance line to the world — Royalty by Maluma. This move was a natural extension of his creative journey, embodying the personal style and luxury he conveys in his music and public image. The brand was born in his homeland, Colombia, with the desire to offer fans and perfume connoisseurs something more than just a scent — a feeling of inner strength, confidence, and royalty.
The creation of fragrances became a deeply personal project for the artist. Maluma was personally involved in developing the compositions, striving to convey through them different facets of his multifaceted personality. He wanted each bottle to reflect exclusivity and value, like a precious gem. This gave birth to a concept that united the world of high perfumery with the symbolism of gemstones.
The DNA of the Royalty by Maluma brand is a synthesis of Latin passion, modern luxury, and artistic individuality. Each fragrance in the collection is named after a precious or semi-precious gemstone, and this is no coincidence. Maluma sees in the women for whom these perfumes are created the same qualities: rare beauty, inner light, strength of character, and uniqueness. Onyx, Garnet, Jade, and Amethyst are not just names, but entire stories encoded in the notes.
The philosophy is to use fragrance to highlight the royal essence in every woman, allowing her to feel her power and allure. The brand positions itself in the premium segment, offering rich, emotional, and long-lasting compositions that are hard to forget.
The perfumery palette of Royalty by Maluma is an exploration of contrasts through the lens of gemstones. Each bottle represents a separate collection, but together they form a harmonious whole, like a necklace made of unique gems.
The flagship of the line is often called Royalty by Maluma - Onyx. This fragrance, like black onyx, envelops in mystery and temptation. It is a deep oriental perfume with spices, patchouli, and sweet accords, creating the image of a confident and enigmatic woman.
Royalty by Maluma - Garnet is passion embodied in a scent. Like garnet, this perfume radiates warmth and energy. In its heart, juicy fruity and floral notes often unfold, making it ideal for a bold and joyful nature.
Freshness and harmony are symbolized by Royalty by Maluma - Jade. This fragrance is associated with purity, luck, and tranquility. Green, citrus, and aquatic accords in its composition provide a sense of coolness and serenity, like a piece of jade in hand.
Spirituality and creativity are embodied by Royalty by Maluma - Amethyst. Like amethyst, this perfume combines depth and tenderness. It may be a floral-woody or oriental-floral composition, suitable for a dreamy, intuitive, and creative personality.
Despite the brand's youth, some fragrances quickly gained cult status among fans. Onyx is often called the signature of the line — its rich, long-lasting sillage and gourmand notes receive special recognition. It is the choice for evenings and special occasions when an unforgettable impression is needed.
Garnet and Jade are also among the top popular fragrances, offering brighter and fresher alternatives. Garnet is valued for its life-affirming and seductive character, while Jade is chosen for daily wear, noted for its ability to refresh and uplift mood.
Reviews of Royalty by Maluma fragrances often highlight their exceptional longevity and projection. Users note that the scents, especially Onyx, last on skin and clothing all day, gradually revealing new facets. Many find the compositions very compliment-worthy — they gather positive feedback and questions from others.
Critics and bloggers emphasize the successful embodiment of the concept: each gemstone truly corresponds to a recognizable perfumery character. The brand's fragrances are recommended for women who seek more than just a pleasant smell — they seek emotion, status, and expression of their individuality.
Like any successful luxury brand, Royalty by Maluma can be a target for counterfeits. To ensure the authenticity of the fragrance, it is worth paying attention to details. Original bottles feature high-quality heavy glass, clear engraving of the logo and name, and a perfectly fitted sprayer. The packaging should be sturdy, with clear printing and often — a protective code or hologram.
The most reliable way to purchase is through authorized retailers, major perfume chains, or the brand's official website. Avoid suspiciously low prices on platforms not specializing in premium-class perfumery.
| Number of fragrances | 7 |
| Collections (0) | |
| Segment | Celebrity perfume |
| Founded | 2022 |
| Official website | https://royaltybymaluma.com |
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