Adam Levine: I'm Revoking My Ban on Celebrity Fragrances

02/07/2013 at 03:30 PM ET

Adam Levine FragranceGeena Cole/London Ent/Splash News Online; Startraks

“I also would like to put an official ban on celebrity fragrances. Punishable by death from this point forward.” So Tweeted Adam Levine in March 2011. We have to assume he’s changed his mind, however, because he just released his first eponymous perfume line, including a women’s and men’s scent.

What made him repeal his official death sentence for celebrity perfumers? “I wouldn’t have been able to do this if I didn’t have the creative control,” he told PEOPLE at the line’s launch in L.A. on Wednesday. “Otherwise it would have wound up being something that I didn’t endorse, and I’d be stuck standing here feeling like an a**hole.”

We think there may have been another reason he suddenly hopped on the celeb fragrance bandwagon: the testing process. “I got opinions from…all the women I could find,” Levine says of the development stage. One has to imagine “What do you think of my celebrity fragrance?” is a pretty effective pickup line.

And the end result? “It’s just a very subtle scent. It’s not something that completely overtakes a room,” he said. “I like the idea of proximity, which is that you have to be close to someone to really experience it.”

So has the Maroon 5 front man’s thoughts changed on the celebrity-endorsed beauty industry? That’s still up for debate, but he’s certainly pleased with at least one brand on the market: his own. “I’m proud to say that I do love it and I wear it.”

Adam Levine fragrances are available at Macy’s stores nationwide and with prices starting at $35. Tell us: Are you excited to try Levine’s new perfumes?

–Jennifer Cress, reporting by Gabrielle Olya


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Showing 51 comments

Brynn on

Wow- what a sell out!! Interesting how MONEY changes everything…

katie on

Omg. What an embarrassing sellout he is. Creative control? That’s what he’s pretending he agreed to do this because of? How about tons and tons of money. He’s a cheesebag.

Shawn on

Doesn’t every celebrity who releases a fragrance say they played a major role in the design of the scent? J-Lo and Britney said the same thing. I can’t imagine going to the cologne counter and asking to try some Adam Levine. No thanks.

aja on

I think it’s quite hypocritical to speak out about celebrity fragrances, then less than 2 years later launch your own! I don’t think there’s anything wrong with celebrity fragrances. I personally own 2 Beyonce perfumes, one Halle Berry perfume, and one Celine Dion perfume. I think they all smell great, even though the scents are all quite different.

mykidsmom on

What a hypocrite! This guy looks like a real a$$hole now! The only reason he changed his mind is because of the money he is going to make. I have never even entertained the thought of buying a celebs perfume because I think it is just a lazy way for them to get even richer and I bet this idiot was just jealous before that he wasn’t making that fast cash. This guy should stick to music and stop being such a fame wh@re!

Janey on


jd on

Curious that this article indicates the price is $35; however, has it listed at $65. Perhaps they didn’t get Adam’s memo on the price.

Brayden on

I’m disappointed with him for selling out. It’s too bad

Minto on

He’s milking his time on The Voice, that’s for sure. He’s verging on over-saturation tho.

JessBP on

Have we ALL not said something at one time, and then changed our mind about our position on it later?? I did – take skinny jeans, for example…

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