Madonna

Madonna's perfumery was part of Truth or Dare by Madonna, a lifestyle brand announced in 2011 together with MG Icon. The project brought together footwear, bags, lingerie, accessories and fragrance, and carried the singer's name into a business broader than the record or the tour. The first launch relied on an initial distribution at Macy's and other department stores.

Truth or Dare by Madonna arrived in stores in 2012 and had a public presentation in New York. That same year the line was expanded with Truth or Dare Naked, conceived as a new interpretation within the collection. Madonna's perfume brand was thus defined by the continuity of a specific franchise and by the connection between fragrance, fashion and staging, rather than by an independent catalog of fine perfumery.