Glorious Brands x Sabrina Carpenter
In partnership with US brand owner Scent Beauty, Glorious Brands launched Sabrina Carpenter's Sweet Tooth fragrance collection in the UK in 2022 and has supported its development across retail, ecommerce, PR and social commerce.
The Opportunity
Celebrity fragrance was evolving, with younger consumers discovering scent through social media, collectability and gourmand fragrance trends.
Sweet Tooth combined Sabrina Carpenter's creative involvement with distinctive chocolate-bar packaging and an accessible approach to fragrance, creating an opportunity to build a collection with longevity beyond a single celebrity launch.
The Collection
Sweet Tooth, Caramel Dream, Cherry Baby, Me Espresso, and Lemon Pie - each housed in a signature chocolate bar-shaped bottle in a different colour,
designed to be collected.
Each scent is developed by perfumer Gil Clavien in collaboration with Scent Beauty and Carpenter herself, anchoring the range in genuine creative direction
rather than a licensed commodity.
The Glorious Brands Approach
Retail strategy
Established Superdrug as a major UK retail partner, giving the collection strong high-street visibility and access to younger consumers.
Direct to consumer
Supported the range through GloriousBeauty.co.uk, creating an additional platform for storytelling, discovery and consumer engagement.
TikTok and social commerce
Activated TikTok Shop and social-first activity, bringing product discovery and purchase closer together.
PR and communications
Supported each launch with coordinated UK trade and consumer communications, helping build awareness, secure industry visibility and strengthen the collection's positioning across both beauty media and the wider consumer market.
Trend positioning
Positioned the range within the growing gourmand fragrance movement while allowing the collection to evolve into more sophisticated scent territory.
Consumer activation
Created engaging promotional activity around the collection, including Superdrug's Short n' Sweet Tour VIP ticket competition, helping connect product launches with Sabrina Carpenter's wider fan audience.
Milestones
2022 - Sweet Tooth launches in the UK at Superdrug
2023 - Caramel Dream joins the collection
2024 - Cherry Baby and Me Espresso launch; TikTok Shop activity expands
2025 - Cherry Baby receives industry recognition
2026 - Lemon Pie launches, continuing the evolution of the collection
The Result
The collection has developed from a single launch into a broader fragrance franchise, using collectability, distinctive packaging, social-first discovery and evolving scent profiles to attract younger fragrance consumers and encourage repeat engagement.
Industry recognition for Cherry Baby and Lemon Pie has further strengthened the collection's credibility within mass-market fragrance.