Sarah Jessica Parker released her own perfume in 2005, called "Lovely”. In March 2007, Sarah Jessica Parker announced the launch of her own fashion line, "Bitten”, in partnership with discount clothing chain Steve & Barry's. The line, featuring clothing items and accessories under $20, launched on June 7, 2007, exclusively at Steve and Barry's.
In July 2007, following the success of "Lovely," Sarah Jessica Parker released her second fragrance "Covet." In 2007, Sarah Jessica Parker was a guest on Project Runway for the second challenge. In 2008, Covet Pure Bloom was released as continuous series of Covet. In February 2009, as part of the "Lovely" collection, Sarah Jessica Parker launched a series of three new fragrances called "Dawn", "Endless", and "Twilight”.
Today, "Lovely" is a top selling brand in broad distribution channels in the USA, United Kingdom, Australia and New Zealand. Distribution is growing; +20 countries have expressed interest in the brand.
Now in 2015, join Sarah Jessica in celebrating the 10thAnniversary of "Lovely". This coming September, introducing a special Anniversary Edition of "Lovely" in a new Luxe Eau de Parfum Spray. The same classic, timeless fragrance in a higher concentration. A rich, sophisticated, regal rendition of the original Lovely.
Coming in the Spring of 2016, introducing "Sheer Lovely", the first soft, sheer, gentle rendition of the favourite classic. Perfect for the season. Perfect anytime. Inspired by Sarah Jessica Parker, the woman who embodies an easy-going yet beautiful lifestyle. Available in Eau de Toilette Spray’s and Sheer Body Mist.