Ouai and Heaven Mayhem Launch Refillable Fragrance Necklaces

· Retail & E-commerce

Hair and beauty brand Ouai has teamed up with jewelry label Heaven Mayhem on refillable fragrance necklaces. The amulet necklaces pair Ouai's signature scents with Heaven Mayhem's vintage-inspired jewelry designs, in an exclusive tie-up reported by WWD. The collaboration puts fragrance into a wearable accessory format and adds a refill model, letting customers top up scent rather than replace the piece. It is the latest example of beauty brands extending into adjacent categories through partnerships with design-led labels to reach new customers and add repeat-purchase formats.

Why it matters：Beauty brands are increasingly using accessories and refill formats to build repeat purchases and stand out in a crowded fragrance market, a model more players may copy.

Key points

  • The amulet necklaces combine Ouai scents with Heaven Mayhem's vintage-inspired jewelry.
  • The pieces are refillable, letting customers replenish scent rather than replace the necklace.

Sources (original reporting)

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