JoJo Siwa

JoJo Siwa is a celebrity fragrance label tied to American entertainer Joelle Joanie "JoJo" Siwa, known for her work on Dance Moms, music releases, and a large youth-focused social media presence.[5] The fragrance line debuted in 2018 with JoJo Siwa Be You, launched under the JoJo Siwa Beauty banner and distributed through mass retail channels including big-box stores, drugstores, and online beauty discounters.[3][1]

The brand’s first perfume, Be You, is marketed primarily to pre-teens and teenagers and is often sold in gift sets that pair the eau de parfum with body wash and related bath products.[2][4] The scent structure is a straightforward fruity-floral: it opens with peach, lemon, and orange, moving into a soft floral heart and a sweet, musky base designed to be easy to wear and non-challenging for younger consumers.[1] Pricing positions the line as accessible, with small bottles and sets commonly available in the lower mass-market price bracket.[4][6]

Distribution and communication emphasize JoJo Siwa’s personal branding - bright colors, bows, and pop aesthetics - rather than classical perfumery storytelling, which aligns the brand with celebrity and tween lifestyle merchandising rather than with traditional designer houses.[5][10] As of now, authoritative fragrance databases list only the 2018 Be You release under the JoJo Siwa name, indicating a very small and tightly focused assortment.[3]