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*Queen Latifah is the latest celebrity to jump into the perfume business. Her own line of signature scents are on the horizon after partnering with Parlux Fragrances Inc., the company behind celeb-branded perfumes from Paris Hilton and Jessica Simpson.
"For me, beauty really does start on the inside," Latifah said in a statement. "It's like a state of mind, a state of love if you will. So I see fragrance as just a natural expression of this state of love: scent expresses a woman's confidence and sensuality; it's how she embraces her body, her mind and her strength."
"Every woman is a Queen in Latifah's world," added Parlux's Chairman and CEO Neil J. Katz. "With that sense of empowerment in mind, the fragrance we will create together is, naturally, going to express not simply beauty and sensuality but inner strength and an exuberant sense of confidence."
Parlux is the latest company to join Latifah's endorsement stable, following pacts with Pizza Hut, Cover Girl and weight loss program Jenny Craig.
The first Queen Latifah fragrance will be available in the states next year, followed by an international roll out.