THE WHAT? Lionel Messi is set to unveil his fragrance brand at Cosmoprof North America. The footballer created his first scent with Game On Product Group and it is set to hit shelves in 2024.

THE DETAILS According to a report published by WWD, Messi is among a slew of brands that will exhibit at the Miami show next month, many of them Cosmoprof North America first-timers.

THE WHY? Messi’s launch appears to confirm that the celebrity fragrance market is alive and well. After the Britney Spears / Elizabeth Taylor heyday, following a lull of some years, the sector is staging a revival with several new players getting in on the game.