This Early '00s Mogul Is Back With A New Fragrance

by Jodie Layne

The D, the I, the D, the D, the Y — it's Diddy, your favorite '90s rapper. And he's back on the scene with the announcement of a Parlux fragrance. (Am I the only one whose first reaction to hearing the name "Diddy" is to want to grab a baby blue velour tracksuit?) Whilst Sean Combs has been out of the spotlight for a few years, it's fair that his name brings on some of your adolescent nostalgia — and personally, I'm digging it.

To be fair, Combs has been keeping himself busy at the helm of Bad Boy Records and with his Sean John line, which is still making $500 million a year. His absence from the fragrance game has been notable and was definitely a strategic move on his part. After a run of fragrances with Estée Lauder Cosmetics, he took a few years off to focus on his other endeavors and make sure that this fragrance was definitely not considered a celebrity scent. “I take my hat off to all celebrities who have a fragrance to give people a part of their lifestyle. But for me, it was important to take a break from celebrity persona fragrances, because we were kind of jumbled up with them,” Combs told Women's Wear Daily .

Combs says he's also planning on leveraging our nostalgia by targeting this fragrance at Millennials in both the scent formulation and the social media marketing. So what does it smell like? Citrusy as hell with spicy, floral undertones — meant to appeal to all genders. Women's Wear Daily reports the scent being comprised of bergamot, mandarin, orange blossom, cardamom, geranium, and fig leaf. Will this approach succeed? We'll find out when the scent (named 3D) launches on May 6th. In the meantime, I couldn't help myself by throwing on a little early '00s playlist and thinking of other celebrities who need to get back in the game. Maybe they could start with a fragrance, too.


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You know, Hillary Duff's best friend in Lizzy McGuire? I actually liked her character Miranda's quirky style and confidence more than Lizzy's. Well, she should totally cash in on Hillary Duff's recent resurgence in relevance and come out with her own fragrance.

Missy Elliott

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After her Super Bowl domination, the world is craving more Missy. I imagine her scent would be bold, unique, and as futuristic as she is. Uh, where can I sign up to give her money for this?

Rachel Bilson

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She used to be a style icon, both on-screen as Summer on The O.C. and off-screen with her perfect California-chic looks. She's basically dropped off the radar, but in the age of minor celebrities starting blogs and lifestyle brands, I would not be mad if she came back with a blog and a scent.

Mandy Moore

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The girl who sang "Candy" and made us cry in A Walk to Remember is a now a grown woman whose feminine, bohemian sensibilities are currently being showcased in her promotional work for clothing line m.r.s. A flirty, all-natural fragrance created by her would fit into that brand perfectly.

Lou Bega

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A pure novelty fragrance, "Mambo" would smell like "a little bit of this, a little bit of that" and come with a free digital download of that ridiculous song. Fedora not included.

Images: Getty