Ouai x Heaven Mayhem Turns Fragrance Into Jewelry
By @sharedot · · 6 pages
- Beauty
- Fragrance
- Ouai
- Heaven Mayhem
- Brand Collaboration
WWD reports Ouai and Heaven Mayhem are launching two $125 refillable amulet necklaces that let wearers dab scent straight onto their skin.
The launch: scent you can wear around your neck
According to WWD, Ouai and Heaven Mayhem are introducing two refillable amulet necklaces that make fragrance a wearable accessory, launching Monday on both brands' websites.
Priced at $125 each, the collection includes the Rue St-Honoré Amulet, a two-tone gold and silver pendant on a silver chain, and the Ibiza Amulet, a black and silver pendant with a black tassel.
WWD reports each necklace holds a refillable vessel that unscrews so wearers can dab the fragrance directly onto their skin, turning a top-up into part of the jewelry itself.
Two scents, two sides of the brand
WWD details the fragrances behind each amulet: Rue St-Honoré carries notes of gardenia, violet, ylang-ylang and white musk, while Ibiza blends sugar, cocoa, tonka bean, labdanum, coffee, cashmeran, vanilla, cinnamon and rum.
Per WWD, the two scents were chosen to represent different sides of Ouai's portfolio, pairing an original scent with a newer addition — and Ouai vice president of brand marketing Amanda Martinez told the outlet that Ibiza has become the brand's fastest-growing fragrance.
The partnership began in January 2025, with Heaven Mayhem founder and creative director Pia Mance leading the jewelry design.
Why it's a surprising crossover
WWD notes Ouai was founded in 2016 by celebrity hairstylist Jen Atkin and acquired by Procter & Gamble in 2022, and Martinez told the outlet the brand is 'always quite intentional' about categories as it moves from hair care toward lifestyle.
Heaven Mayhem, which Mance launched in 2022, is expanding from jewelry into broader accessories built on design and functionality. Mance told WWD the project met her three criteria for a collaboration: a standout product, a wider audience, and learning from an established company.
The stakes and what comes next
The launch doubles as audience-building for both labels. WWD quotes Martinez saying Ouai wants to introduce its fragrance business to consumers who mainly know its hair care, while Mance frames the product as 'perfect for the girl on the go' — chic necklace, fragrance topped up.
Mance also told WWD that collaborations are now how Heaven Mayhem plans to reach more people and offer its world 'in other formats.'
The collab lands, per WWD, as celebrity-backed beauty brands keep flexing in both directions: the same outlet's beauty beat sits alongside reports like the New York Post's account of Natasha Denona co-founder Yosi Cohen's ongoing divorce fight, a reminder that brand names travel far beyond the counter.