Ouai and Heaven Mayhem Launch $125 Refillable Fragrance Necklaces

Ouai will launch two refillable fragrance necklaces with jewelry label Heaven Mayhem on Monday, priced at $125 each, on both brands' websites.

The collection contains two pieces: the Rue St-Honoré Amulet, a two-tone gold and silver pendant on a silver chain, and the Ibiza Amulet, built with a black and silver pendant and a black tassel. Each carries a screw-off vessel that holds fragrance, so wearers can dab the scent directly onto skin.

The fragrances split along Ouai's portfolio. Rue St-Honoré, one of the brand's original scents, mixes gardenia, violet, ylang-ylang and white musk. Ibiza, a newer addition, blends sugar, cocoa, tonka bean, labdanum, coffee, cashmeran, vanilla, cinnamon and rum.

Why pair jewelry with fragrance?

Amanda Martinez, vice president of brand marketing at Ouai, framed the logic in personal terms.

"We just really love this idea of bringing fragrance and jewelry together," Martinez said. "Both are very personal, and [you] choose them because of how they make you feel and what they say about you."

The partnership started in January 2025. Heaven Mayhem founder and creative director Pia Mance led the jewelry design, and the two companies selected the fragrances to show different sides of Ouai's range.

Mance said the project met her three criteria for a successful collaboration: creating a standout product, reaching a wider audience and learning from an established company.

"We worked together on everything from the photo shoot to the construction of the necklaces to the production," Mance said. "It was such a collaborative process."

What does the launch do for each brand?

For Ouai, the necklaces introduce its fragrance business to consumers who know the brand mainly through hair care. Martinez said Ibiza has become the brand's "fastest growing fragrance."

"Starting as a hair care brand and moving into a lifestyle brand, we're always quite intentional about the categories we choose to play with," Martinez said.

For Heaven Mayhem, the launch extends a push beyond jewelry into a broader accessories business with an emphasis on products that combine design and functionality.

The corporate timelines frame the stakes. Celebrity hairstylist Jen Atkin founded Ouai in 2016, and Procter & Gamble acquired the company in 2022. Mance launched Heaven Mayhem in the same year.

Mance pitched the product at a specific customer. "This product is perfect for the girl on the go," she said. "She looks chic. She's wearing a necklace. She can top up her fragrance."

What comes next?

Mance sees collaborations as the main route to new audiences for Heaven Mayhem.

"We have such a strong audience and we have such a strong product," she said. "But now I think we're focusing on how can we reach more people and how can we offer them this Heaven Mayhem world in other formats."

The $125 necklaces test whether fragrance jewelry can move from novelty to repeat purchase: the vessels are refillable, which ties the accessory to ongoing scent sales rather than a one-time buy.