Billie Eilish has always been a trendsetter, whether it’s through her music, her unique fashion sense, or her approach to beauty. Now, she’s stepping further into the fragrance world with her latest release, Your Turn—a scent that embodies the same moody, mysterious energy as her music. Unlike traditional celebrity brands, which often lean into sweet or floral notes, Your Turn is designed to be gender-fluid, sultry, and unexpected. The fragrance is vegan, paraben-free, and certified cruelty-free, with packaging made using renewable wind energy and a refillable bottle. The inspiration behind the design began as a “treasure hunt,” according to Singer, with Billie Eilish sifting through various souvenirs and objects she had collected, eventually landing on a pair of metal dice. “The end result—the coloration, the finish—is so unique,” the singer added.
Your Turn, is priced at $90 for 100ml and debuted on the brand’s website before rolling out to Ulta Beauty. Eilish’s visuals are always an extension of her artistry, and the Your Turn campaign is no different. The promotional imagery features a mix of dark, cinematic shots, glowing skin, and shadowy lighting that adds to the perfume’s mysterious allure. It’s a continuation of Billie’s signature aesthetic—edgy, yet effortlessly cool. “They’re so distinct, and there’s absolutely a place in the consumers’ fragrance wardrobe for both of these,” Eilish said speaking of her debut fragrance released in 2022. “If anything, it’ll reach a new consumer, maybe there’s someone out there who is not a lover of vanilla, and we can offer them something different.”
With the success of her first fragrance, Eilish, Billie has proven that her fans are willing to follow her into new creative ventures. Your Turn further establishes her as more than just a musician; she’s a taste maker influencing beauty, fashion, and even scent culture. With her hands-on approach to every project she touches, it’s clear that Billie isn’t just lending her name to a product—she’s curating an entire experience.
