Luxury fragrance house Roja London has been acquired by Middle Eastern fragrance group Extravaganza Beauty, marking a new chapter for the British perfume house founded by master perfumer Roja Dove in 2011.
The financial terms of the deal have not been disclosed. The acquisition is expected to support Roja London’s international expansion, with a particular focus on strengthening its presence in the Middle East while investing in new products and innovation across its collections.
Roja Dove will transition into a consultancy role, continuing to provide creative guidance and expertise to the house. Audrey Minard, who has served as CEO since 2021, will remain at the helm of the business.
Extravaganza Beauty already works with several leading niche fragrance houses, including Amouage, Ex Nihilo, Nishane, Maison Crivelli and Marc-Antoine Barrois. The acquisition adds Roja London to an expanding portfolio of luxury perfume brands across global markets.
For Dove, the transition marks a new phase while allowing him to remain connected to the house and its creative direction. “Creativity and education have always been at the heart of everything I love,” he said, expressing confidence that the brand’s legacy will remain in safe hands.
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