Mexx

Mexx is a Dutch fashion and lifestyle brand founded in 1986 by Indian-born entrepreneur Rattan Chadha. He created the label by merging his existing menswear brand Moustache and womenswear brand Emanuelle. The name Mexx comes from the first letters of the two brands, M and E, combined with two Xs representing kisses, a story that the company often summarizes as “it started with a kiss.” The brand originated in the Netherlands and built a strong presence in European high-street fashion.

Fragrances under the Mexx name extend the brand’s casual, urban lifestyle positioning into scent. Mexx perfumes and colognes are typically produced in partnership with major fragrance licensors (historically Coty has been a key partner) and distributed widely through drugstores, department stores, optical/fashion chains, and online retailers. The fragrance line includes series such as Ice Touch and numerous themed launches that emphasize everyday wearability, seasonal flankers, and accessible pricing.

The company went bankrupt at the end of 2014; according to Parfumo and press coverage, the brand was first acquired by a Turkish textile manufacturer and later sold in 2017 to the Dutch consortium HVEG Fashion Group, which currently owns Mexx. Under HVEG, the label has continued to operate as a ready-to-wear and lifestyle brand, with fragrances remaining a key licensed category aimed at broad, mainstream consumers rather than a luxury niche audience.