Jovan is a renowned American fragrance brand with a long history, best known for its iconic and enduring Musk scent. The brand is currently owned by the global beauty company Coty Inc..

Brand History and Ownership

Founding:
Jovan, Inc. was founded in Chicago in 1968 by Bernard Mitchell and Barry Shipp. Their signature product, Jovan Musk oil, was developed in 1972 and quickly became a massive commercial success.

Ownership:
After being sold and re-acquired several times over the years, the brand was acquired by Coty Inc. and is currently part of their consumer beauty division portfolio.

Marketing Innovations:
Jovan became famous for its innovative and often provocative advertising campaigns. Most notably, in 1981, it made history as the first fragrance brand to sponsor a rock band, partnering with the Rolling Stones for their “Tattoo You” tour.

Signature Products and Scent Profile
Jovan is synonymous with its musk fragrances, designed to blend with an individual’s body chemistry to create a unique and alluring personal scent.

Jovan Musk (for Men & Women):
The original and most famous product line, featuring a blend of exotic spices, woods, and musk.

For Men:
Launched in 1973, it has top notes of carnation, lime, and pepper, heart notes of lavender, amber, and spices, and a base of musk and woodsy notes.

For Women:
Launched in 1972, this scent has notes of orange blossom, coriander, nutmeg, jasmine, and a musky, amber, and wood base.

Jovan White Musk:
Introduced in 1992, this feminine fragrance offers a lighter, more floral interpretation, combining floral accords like jasmine and lily with white musk and amber.

Modern Musk Collection:
In September 2024, Coty launched a new, dual-gender Eau de Parfum collection (including “Skin I’m In”, “Make Them Talk”, and “I Want You to Want Me”) designed for layering and modern appeal.

Market Position
Jovan maintains an enduring appeal and is known for providing accessible, affordable luxury in the mass fragrance market. Its products are widely available at drugstores and mass retailers, and the brand has earned a loyal following for its consistent quality and timeless, sensual appeal.