PARIS — Balmain Beauty is entering a new fragrance category with the introduction of the prestige women’s perfume Destin de Balmain.

In 2024, the house relaunched into fragrance with the luxe collection of scents, Les Éternels de Balmain. “We’re considering this an extension,” said Jessica Wolfe, global interim general manager at Balmain Beauty, which is licensed to the Estée Lauder Cos., referring to Destin.

Les Éternels is for perfume connoisseurs and has tight distribution, first out in 70 doors.

“But now we are extending to a new chapter and broadening to a new audience, a complementary audience,” Wolfe said, adding Balmain Beauty looks to scale. Destin will be carried in about 5,000 doors by the end of June.

On the fragrance’s cube-shaped, refillable bottle, Pierre Balmain’s PB monogram is carved to create the house’s iconic labyrinth motif. Through that, the golden fragrance is seen. The flacon’s cap features striations, another brand code.

“We talk about the Balmain woman as one who is bold and unapologetic,” Wolfe said, explaining Destin, a floral fruity eau de parfum, speaks to her with its vibrancy.

The brand’s codes, colors and emblems helped inspire Destin’s olfactive creation, as well.

“It’s this idea of heritage-meets-modernity,” said Helen Murphy, vice president of product development fragrance at the Estée Lauder Cos., who worked on the scent with Givaudan perfumer Quentin Bisch.

He reinterpreted Balmain’s legacy, diving into the archives and all things Balmain to understand its fashion. The idea for Destin, which translates into “destiny,” came quickly after he saw a retrospective from 1982. In it were eight models from the designer’s first fashion show in 1945. Almost all the garments were black-and-white — structured, elegant and feminine, according to Bisch, who added: “Sometimes you have a special color. We had to interpret exactly this idea in a perfume.”

Other elements were blended in, too. “How the clothes move and feel, the texture,” Murphy said.

“And contrast,” Bisch said.

Murphy explained: “We wanted this sense of joy, exuberance and energy. This comes from the fruity floral part of the fragrance. The pièce de resistance is the strawberry.”

To evoke black and white, Bisch made Destin a chypre, “because it is the most sophisticated structure you can find in perfumery,” he said. This chypre is of contrasting woody notes — sandalwood, representing white, and patchouli, embodying black.

“Chypre is linked to skin and sensuality,” Bisch continued, calling it also “a statement of elegance and refinement.”

That serves as Destin’s base. Then comes peony. “This is where you get all of that joy, that youthful vibrancy, energy and luminosity,” Murphy said.

“Peony is the breathing part of the fragrance, the heart note,” Bisch said. “The flowery part that helps the fragrance bloom. It has to be something very airy, and we needed a lot of trail.”

He added peony brings fluidity and rhythm, and is a continuation from Destin’s top note of natural, upcycled strawberry that is used in great quantity. Bische described this as a flash of red, making for a colorful, bright chypre.

Destin’s tagline, “Live your destiny,” informs the perfume’s campaign, which features a young woman and man meeting in a maze, who then appear with others dancing.

“Through the tagline we create a movement for the fragrance,” Wolfe said, explaining the campaign is meant to be aspirational, capturing the energy and desire people have to find their truth and live their destiny. It will be bolstered with social content featuring the talents.

Destin’s launch begins Friday in Balmain fashion boutiques and on balmainbeauty.com and balmainbeauty.eu. In the United States, it will be sold first in Ulta Beauty on Sunday before rolling out to other retailers, including Macy’s and Dillard’s, on April 1. In the United Kingdom and Ireland, it will be available beginning Monday in Selfridges, before wider distribution, including Boots, from March 25. On continental Europe, Douglas will carry Destin starting March 2.

The edp comes in various sizes including a 10-ml. travel spray for $33, a 50-ml. version for $130 and a 150-ml. refill for $185.

Wolfe would not discuss projections, but industry sources estimate the Balmain Beauty business will generate $80 million in retail sales overall in the year ended June 30.