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New Prestige Brand Is a Joy Forever

January 21, 2014

Luxe Brands to debut next month.

You know that luxe is back when a new beauty brand calls itself Luxe. The formation of Luxe Brands, a new prestige beauty company founded by Chief Executive Officer Tony Bajaj was announced today. According to Bajaj, Luxe Brands' mission is to develop and market global prestige beauty brands.

The company's first launch, Joy Forever, a modern classic scent from the house of Jean Patou, will reinvigorate the renowned and legendary Joy fragrance brand. Joy Forever will initially launch exclusively at Neiman Marcus and Bergdorf Goodman in February.

"It is our mission at Luxe Brands to bring exceptional beauty products to the consumer," said Bajaj, "and to cultivate a lasting portfolio of coveted and exciting global luxury brands."

Bajaj is founder, president and chief executive officer of fragrance & cosmetics distribution company AB Diversified Enterprises Inc. 

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