Online Exclusives

Tova Marks a Milestone

May 30, 2008

Tova Borgnine celebrates 30 years in the beauty business.

Signature Style



Tova Borgnine celebrates 30 years in the beauty business.



By Melissa Meisel
Associate Editor



Imagine being the top-selling fragrance on QVC, having sold over 10 million bottles to date on television without customers being able to smell the scent until it arrives in the mail. This is the world of Tova Borgnine, recent nominee for the FiFi 2008 Fragrance Hall of Fame award and head of the Tova Corporation celebrating 30 years of business. And how does she feel about it? “Success never smelled as sweet,” says Tova.


 Tova Borgine
The Tova Corporation began with $56,000 sent by mail from readers eager to try a cactus-based masque Tova discovered on a trip to Mexico with her actor husband, Ernest.  Soon, Hollywood friends were trying the homemade formulation, which Tova called Cactine.  When Ernest alluded to it as a “Face Lift in a Jar” during an interview with the San Francisco Chronicle, the masque and the story received national attention and a business was born.  


Tova expanded the Cactine skin care line to include eye makeup remover, moisturizer, toner and a moisture masque to complement the original masque. In 1982, Tova was ready to break new ground and develop her own fragrance, which became Tova Signature—“a true American classic,” according to Tova. The fragrance is aged for three months and uses pure essential oils such as bergamot, jasmine absolute, French lavender, sandalwood and musk.


"Customers are on their 50th bottle and have gone into second generations, where the daughters are now loving Tova Signature as their mothers do. It is clean sensuality, feminine, alluring and never overpowering,” says Tova of the celebratory fragrance recently celebrating its 25th anniversary on the market. “Men love it because it’s as if you just stepped out of a spring shower. You put it on in the morning and six to eight hours later you may not notice it, however, I promise you that people will ask you what you are wearing. It becomes your signature.”


In 1990, another marketing breakthrough occurred when Tova was asked to appear on a trial basis on the televised shopping network, QVC. In 1998, she broke all previous sales figures on QVC when she sold 100,000 fragrance gift sets in mere minutes, nearly crashing QVC’s massive telephone system in the process.  Today, loyal QVC shoppers await Tova’s next release—most recently, Tova Signature Summer.


 Tova Signature Summer is called a sparking citrus.
According to Tova, “As Tova Signature is the classic, Tova Signature Summer brings out the playful side of us with a zest of sun-drenched sparkling citrus interpretation like a sparkling spring breeze, transparent, vibrant and carefree. This fragrance embodies renewal, transparency, clarity and tranquility.”


As for 30 years in the beauty business, “We were way ahead of our time and now we’re right on target,” says Tova. Upcoming releases for the brand include a Signature Skin Smoothing Body Balm and Signature Soft Shimmer Dry Oil. Additionally, according to Tova, the company is working on a Signature fragrance for Holiday 2008.


More info: www.QVC.com


Related End-User Markets:

Related Packaging, Equipment and Services:

Related Raw Materials:

blog comments powered by Disqus
  • It’s All About Teamwork

    It’s All About Teamwork

    Melissa Meisel , Associate Editor||January 4, 2016
    Collaboration was the theme of the Consumer Specialty Products Association 2015 annual meeting.

  • Making Sense of Smells

    Making Sense of Smells

    Tom Branna, Editorial Director||January 1, 2016
    Household product perfumery is more complex than ever, with a variety of notes obtained from many different sources.

  • Pod Nation

    Pod Nation

    Christine Esposito, Associate Editor||January 1, 2016
    Laundry detergent sales remain steady, but where consumers are spending their money and how they’re cleaning clothes is chan

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 9, 2016
    Nova Scotia Fisherman makes a boatload of products that contain sea kelp and a raft of natural ingredients.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • 5 Things I Learned

    5 Things I Learned

    January 15, 2016
    The Avon & Women’s Dermatologic Society Mentorship Program. Dr. Sabrina Fabi (left) and Dr. Kimberly Jerdan.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • Play Misty for Me

    Play Misty for Me

    Christine Esposito, Associate Editor||November 30, 2015
    Body mists for men and women continue to be the hottest commodities in the mass fragrance market.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • What

    What's Not to Love?

    Tom Branna, Editorial Director||October 26, 2015
    The sun care category is rife with issues, but there’s a lot to like about it.

  • A Suite Deal

    A Suite Deal

    October 12, 2015
    Image Studios provides an innovative venue for beauty professionals seeking a new way to do business.

  • What’s All the ‘Fuzz’ About?

    What’s All the ‘Fuzz’ About?

    Jeremy Kerstetter, Assistant Editor||September 28, 2015
    Lawyer presents the power and versatility of essential oils by adding them to her own handmade dryer balls.

  • A New Kind of Hero

    A New Kind of Hero

    Tom Branna, Editorial Director||September 14, 2015
    An upstart household product company puts a new spin on the idea of home cleaning.

  • A Panoramic View

    A Panoramic View

    Jeremy Kerstetter, Assistant Editor||September 7, 2015
    ZSS takes a 360° approach to skin health.

  • It

    It's All in the Delivery

    Jeremy Kerstetter, Associate Editor||August 31, 2015
    AlureVé relies on pharmaceutical technology for its anti-aging skin care line.

  • A Brand of Its Own

    A Brand of Its Own

    Christine Esposito, Associate Editor||August 24, 2015
    Amyris creates its own skin care solution for consumers.

  • Eye on Korea

    Eye on Korea

    August 17, 2015
    At the Personal Care Conference in Shanghai there was distinct emphasis on beauty ideas from Korea.

  • No Coasting Here

    No Coasting Here

    August 12, 2015
    A Q&A with Coast Southwest CEO Joseph Cimo.

  • Scoring Big with Women’s Soccer

    Scoring Big with Women’s Soccer

    Christine Esposito, Associate Editor||July 8, 2015
    Carli Lloyd and crew have star power—but will any beauty firm be smart enough sign these soccer stars? Take our poll now.

  • Lux in Flux

    Lux in Flux

    Tom Branna, Editorial Director||July 6, 2015
    FIT graduates detail the changes impacting the global cosmetics industry.

  • Are You for Real?

    Are You for Real?

    June 22, 2015
    Counterfeit cosmetics and pseudo scents permeate the internet; here's how brands can protect themselves.

  • A Reason to Smile?

    A Reason to Smile?

    Jeremy Kerstetter, Assistant Editor||June 1, 2015
    IRI study uncovers consumer optimism...even among Millennials.

  • The Right Choice

    The Right Choice

    Nancy Jeffries, Contributing Editor||May 28, 2015
    The CEW Insiders's Choice Beauty Awards