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

Dietra on


Ally on


avery on

money talks bullsh1t walks

steph on

Lol what a tool

RR on

He received his check…and even though it had a large figure on it, it cleared! Wait for the royalties too that will follow. Smart businessman! I’d revoke that rule too.

jenna on

ok, so hes slightly hypocritical, but hes just so stinkin’ hot, I’m willing to overlook it.

katy on

Lucky he’s so cute cause he’s a total sellout!

Andy on

Translation a dump truck of money got driven up to his house, a PR guy came up with those soundbites you all just read. He took a whiff of the stuff took a bigger whiff of the money and dove in. The cologne’s nickname is Hypocrisy.

Jade'd on

What a hypocrite! He acts like he’s too cool for school and then goes around and sells out. He has become such a Hollywood cliché. Reality show, fragrance, what’s next? Let me guess, a clothing line…. pathetic

Cyndy on

you mean Hollywood and its followers are capitalists?
hypocrisy gone wild

Kristy on

Ugh, can’t stand him…

Jaime on

Ugh. So lame.

Michele on

has anyone ever heard of ”changing your mind”? i guarantee any of you would put your name on a fragrance if you made a buck on the deal. as for him doing this for money – i highly doubt he needed the money. it’s his life to do with whatever he chooses.

Kathleen on

Is too sexy for my dreams, lol

erilynne on

because he’s making HIS OWN. Hypocritical don’t you say?! I don’t care about his looks, ain’t hot to me anyway!

erilynne on

because he’s making HIS OWN. Kind of hypocritical don’t you think!? I don’t care for his look like some, he ain’t hot anyway!

menotyou on

What a dou che. No REAL rocker would get involved in this. You don’t see Eddie Vedder giving up his credibility for a few dollars. Getting a perfume line is a sure sign you know your career is close to over, so you better start stockpiling cash any way you can.

GoAdamGo on

He’s so pretty to look at, I can forgive him just about anything!

Tiffany on

he’s a d-bag

Sue on

Love Him !!!!!!!!!

Primas on

It’s called the money bandwagon, and he hopped right on that!

cb on

He is SO un-sexy. When he performs his signature song, “Moves like Jagger,” he barely moves, at all. Basically, he’s a mega-nerd posing as a rocker — a faux-rocker…

cb on

Mega-Nerd posing as a rocker… No sex appeal. Phony. NO moves, whatsoever, like Jagger.

Payton on

His next fragrance will smell like vinegar and water. You know, to reflect the real him. It will be called “Adam Levine” Ode de Dou che.

ErinTippin on

Am I excited to check it out? Only if I can smell it on HIM!!!

Crick on

Embarrassing for him.

Lynn on

Adam, I wish you had stuck to your high standards and not lowered yourself to the level of Paris Hilton.

rockybopper on

Ha ha ha, what a hypocrite.

lou on


Cosia on

what a tool. It’ll smell like deep v’s and stubble

zusje on

Foot,meet mouth!

Em87b on

They don’t always get to make their own choices they have these people called managers and publisits who really are the ones that set these things up … You know they want to keep making money too and that’s how they do it. So he fair fine but I do it on my terms because my most important and supportive fan women ( which really is proven women are the main consumers in America) will support it. So for the no sex appeal and faux rockers… Wake up its 2013 if your saying that your only cool because your online and no one cares what a guy thinks… Guys don’t like guys women give attention to my bf hates him too

Jimmy on

I may buy his cologne, but I will say I wish he came with it! He is HOT!!!

Nancy on


Courtney on

he was a nitwit for that in the first place he doesn’t realize one of the best selling fragrances ever is fronted by a Celebrity and thats White Diamonds by Elizabeth Taylor. it’s called extending your portfolio

Julie on

@Jenna-my thoughts exactly!!!

dawn nor on

Greed says it all

jmb85mom on

Guess what, Levine; you DID end up looking like (and being 100%) an A**hole!!!! Hy-po-crite!

Hot. That is all. on

What was the article about? Couldn’t scroll past the picture.

Bryan on

What is wrong with you guys? Having a fragrance doesn’t make you a sellout or “lose credibility”’s a damn perfume, by killing people. Get the sticks out of your asses. It makes no sense at all

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…

Times Red on

How come you don’t know Times Red yet? They sound so much alike Maroon 5! Listen to their amazing songs from the debut EP “Just No Good For Me”. Visit their account on Twitter – @Times_Red! These guys are really a breakthrough of the year!

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