International brand-building specialist Desire Fragrances has partnered with Italian cosmetics producer Rougj in a new distribution agreement for Liu Jo makeup products across Italian and global markets.
The collaboration is expected to strengthen Liu Jo’s presence in the beauty sector and also marks an important step in Desire Fragrances’ expansion strategy. The company’s portfolio already features Liu Jo fragrances, including Silkway.
Desire Fragrances Board Member Natalia Rusanova said: “We are thrilled with this recent partnership, which represents a key element in Desire Fragrances’ growth strategy. The development plan we have outlined for the distribution of the Liu Jo Beauty makeup line will consolidate and expand our presence in current markets and will allow us to enter new markets to seize untapped opportunities.
“The extension and strengthening of today’s agreements with Liu Jo confirms the success of a strategic collaboration that began in 2020, which now sets even more ambitious development goals.”
| Liu Jo is an Italian brand established in the 1990s in Carpi by Marco Marchi, with a focus on embodying contemporary, identity-driven and liberating designs and styles across clothing, accessories, footwear, jewellery, fragrances and, more recently, beauty products.
Liu Jo products are available in 280 stores across 45 countries and through some 5,000 multi-brand retailers. |
Rougj CEO and Co-Owner Antonio Pirillo commented: “I am truly proud of this agreement between three Italian companies with great tradition which will allow us to offer the international perfumery market two lines that will represent significant innovation in the specific channel.
“Liu Jo is consolidating its brand extension journey through partnerships with companies that have specialised expertise in design and distribution,” added Liu Jo Group CEO and Founder Marco Marchi. “The agreement with Desire Fragrances is a source of pride for the Italian entities involved, which firmly believe in the Liu Jo brand and aim to make it a fundamental pillar of their business.”
Two Rougj x Liu Jo collections – Colour Analysis and Styles – are available, with performance, quality, effectiveness and inclusivity key characteristics.
Colour Analysis takes inspiration from the four seasons while Styles focuses on versatility: Sportswear, with high-performance makeup; Casual, with products for every occasion; and Party, for more refined looks. ✈️
