Cosmoprof North America is bringing a slew of new brands to its first Miami Edition this month -including one from a famed soccer star. Lionel Messi will be unveiling his eponymous fragrance brand, Messi Fragrance, at the event, which will take place Jan. 23. Messi created the fragrance with licensee Game On Product Group, which will be distributing it globally upon its launch later in 2024.
Other brands exhibiting at the show are also new to the game. A statement from Cosmoprof North America said more than half of the exhibitors are new brands that haven’t previously shown at Cosmoprof North America’s annual Las Vegas event. Messi is the latest in a long line of celebrity fragrance players. Beyonce launched her fragrance, Ce Noir, earlier this year, as did Millie Bobby Brown. Sabrina Carpenter and Ariana Grande both expanded their existing assortments. It’s been a big year for Messi, who made his Stateside soccer debut with Inter Miami earlier this year. Six of his 2022 FlFA World Cup jerseys are being auctioned by Sotheby’s and are expected to fetch more than $10 million.