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Why Daymond John Says Launching a Fragrance is ‘Overrated’ [Video]

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Daymond John was a household name long before he debuted on Shark Tank in 2009. Building his FUBU empire from the ground up, John’s fashion brand offers apparel, jewelry, eyewear, and cologne. Yet the millionaire investor revealed that dabbling in the fragrance category isn’t what it’s cracked up to be.

Daymond John of ‘Shark Tank’ | Christopher Willard via Getty Images

A-list celebrities including Sarah Jessica Parker, Lady Gaga, Taylor Swift, and some of the Kardashian crew all have marked territory in the fragrance space. While becoming a player on the scent scene appears to be a sign of success, John noted the stiff competition within the field.

“It seems so glamorous,” the Shark Tank star told NPR in October 2020. “It is overrated. The shelves are stocked with a bunch of fragrances that never sell. I mean, launching a fragrance is a very challenging business.”

The FUBU founder explained that the cost involved in casting a new fragrance on the …

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