Australia has been named as one of the top markets for Guess’ fragrance category, according to the managing director of Luxasia – the company that distributes and runs Guess fragrance across Asia.
Speaking with Ragtrader, MD Nicholas Gorick said Australia is actually one of the fastest growing markets globally for Guess fragrance, with the category projected to grow seven times in 2026.
“This momentum is reflected in consumer demand, with one Guess fragrance bottle sold every three minutes across Australia – a testament to the strength of the brand, our retail partnerships, and the successful collaboration between Inter Parfums Inc. and Luxasia,” Gorick said.
This comes as Guess rolls out its latest perfume drops – the Guess Iconic Blue, covering one fragrance for men and another for women. The brand officially launched the range last week in a full-day event that included a media and influencer lunch alongside a conference that hosted beauty advisors, retail teams, buyers, store managers and Guess’ own teams.
The event was hosted at Pier One Sydney Harbour.
“It was a chance to celebrate reaching top 20 beauty brand status, share our vision for the future of fragrance, and strengthen the Guess ecosystem,” he said. “Our goal was simple: to ensure everyone felt included and part of the Guess fragrance journey in Australia.”
Gorick said the idea to do this event in Australia came after attending Guess’ One World Event in Marrakech.
In Australia, Guess’ distribution channels include around 20 stores and outlets, an online channel, and stockists deals with The Iconic, David Jones, Myer and others. The brand sells across a variety of categories, including clothing, accessories, beauty and jewellery.
Much of the Australian distribution is managed by Signal Brands Australia, which also manages Rag & Bone, and was up to recently the distributor for Steve Madden. That brand took back Australian control in 2025.
For Guess fragrance, Gorick said every retail channel plays a critical role in the brand’s success in Australia.
“Chemist Warehouse and Priceline are currently our largest growth drivers, while Myer is rapidly building momentum and becoming an increasingly important strategic partner as we continue to expand the brand's presence in the department store channel,” Gorick said.
“We’re [also] excited to launch Amazon later this year and there are plenty of other huge surprises but they will be revealed in time.”
The global licence for Guess fragrances is held exclusively by Inter Parfums Inc. who have been making fragrances for the global fashion brand for the last several years. Earlier this year, the pair decided to extend the contract for another 15 years of exclusivity.
Interparfums chairman and CEO Jean Madar said the extension highlights the strength of the partnership.
“After more than seven years of building its fragrance lines, and now midway through our original agreement, we have heightened the Guess fragrance portfolio to global prominence, gaining market share through innovative scents and sophisticated packaging.
“Our collaborative efforts have captured consumer hearts worldwide while driving impressive sales growth in key markets.”
Since 2018, the duo have launched several scents, including Bella Vita and Uomo. Prior to the extension, they also introduced the women’s Iconic fragrance, followed by a men’s version in 2025.
Madar said both of these performed exceptionally well globally.
“We have a robust pipeline of dynamic fragrance launches on the horizon,” Madar added. “We remain committed to continuing to serve the Guess brand with dedication and excellence, as it continues to rank among the largest in our portfolio, with additional scalability ahead.”
Paul Marciano, the co-founder and chief creative officer of Guess?, Inc, said Interparfums has continually demonstrated outstanding expertise in managing the Guess fragrance business.
“The early extension of our long-standing partnership emphasizes the strong trust and satisfaction built through our collaboration to date, as well as our shared confidence in continued successful growth ahead,” Marciano said.