Prime Highlights-
- Extravaganza Beauty acquires ROJA London to accelerate the fragrance house’s international expansion.
- CEO Audrey Minard stays on, while founder Roja Dove shifts to a consultancy role.
Key Facts-
- Extravaganza Beauty operates across the Middle East, Europe, the Americas and Africa.
- ROJA London sells through Harrods, Bloomingdale’s, Saks Fifth Avenue and KaDeWe.
Background-
Extravaganza Beauty has acquired British luxury fragrance house ROJA London, though the companies did not disclose the financial terms of the deal. The acquisition builds on an existing commercial partnership the two firms held in the Gulf Cooperation Council region and aims to speed up ROJA London’s international growth while keeping its distinct identity intact.
Global CEO Audrey Minard, who has led ROJA London since 2021, will stay in her role and continue guiding the house’s vision and strategy. She said Extravaganza Beauty showed a strong grasp of what it takes to build and commercialize niche luxury fragrances from the start of their GCC partnership.
Founder and master perfumer Roja Dove will shift into a consultancy role centered on creative direction and fragrance education. He said finding a partner who understood the company’s core values mattered greatly to him, and he called Extravaganza the right fit for that next chapter.
Extravaganza Beauty will bring new investment and operational support to expand ROJA London’s footprint in key markets, while continuing development across its Prestige, Elysium, Aoud, Isola and Art collections.
Dove launched ROJA London in Mayfair in 2011, and the brand now sells through retailers including Harrods, Bloomingdale’s, Saks Fifth Avenue and KaDeWe, along with a standalone boutique in London’s Burlington Arcade.
