Tru Fragrance Announces Partnership with Lifestyle Expert Danny Seo

Leading Beauty Manufacturer and Green Lifestyle Authority to Co-Create Innovative New Line of Fragrances and Beauty Products

NEW YORK--(BUSINESS WIRE)--Leading fragrance development company Tru Fragrance today announced a new partnership with bestselling author, TV host, designer and eco-friendly lifestyle expert Danny Seo. The pioneering beauty company will team up with Seo to develop and bring to market a line of beauty products that have a game-changing back story and boast a set of formulations that are unique and innovative to the industry. The line will include new concepts in fragrance and skincare, driven by partnerships with some of the world’s most talented perfumers and global fragrance powerhouse, Firmenich.

“Danny’s background in the beauty space combined with his passion for the world around us made this partnership a perfect fit as we look to consistently deliver something new to consumers and meet the growing demand for unique and efficacious beauty products.”

“I met with numerous companies about creating a new line of products and what I loved about Tru Fragrance is their willingness to think outside the box and their commitment to producing high quality products,” said Seo. “And they are so appropriately named to be my partner: I believe they really will remain ‘Tru’ to my desire to create extraordinary products for women all over the world.”

An environmental lifestyle authority with a roster of high-profile, A-list celebrity clients, Seo has authored nine bestselling books and pens a nationally syndicated column called Do Just One Thing. He has become a leading resource for Americans who aim to live a life that marries great style with sustainability. Seo’s existing collection of environmentally-friendly home products continues to gain in popularity for retailers across the United States, Canada and Europe.

“At Tru Fragrance, we pride ourselves on providing industry innovation through new and unique products for our customers,” said Monte Henige, CEO of Tru Fragrance. “Danny’s background in the beauty space combined with his passion for the world around us made this partnership a perfect fit as we look to consistently deliver something new to consumers and meet the growing demand for unique and efficacious beauty products.”

The line of beauty products will range from unique fragrances to innovative skincare products and is expected to be on store shelves in fall of 2013.

For additional information about Tru Fragrances and its portfolio of fragrances, please visit www.trufragrance.com

About Tru Fragrance

A custom fragrance development company that creates, manufactures and markets private brand fragrances for niche and specialty retailers worldwide, Tru Fragrance (formerly “Romane Fragrances”) develops custom fragrances and scented brand extensions in the fragrance, bath and body, and skincare categories. With 42 years of experience, Tru Fragrance offers custom brand development backed by consumer insight, design and formulation expertise, and extensive marketing and merchandising strategies for independent and boutique retailers, specialty chain stores, online retail and mass merchandisers in every retail price point ranging from $9.99 to $99.00. With offices in Chicago, New York and Denver, the company offers an “industry first” category management system that takes retailers through every step of the branded fragrance process including brand interpretation and assessment, research and analytics, creative and formulation development, marketing and merchandising and supply chain fundamentals. To learn more about Tru Fragrance and the Tru story behind the brand, visit www.trufragrance.com or www.facebook.com/TruFragrance.

About Danny Seo

When America wants to get the best ideas for living green, they turn to Danny Seo. Danny's creative how-to approach towards green living is the blueprint for Danny Seo Media Ventures, which include a multi-platform portfolio of products, corporate partners, and media properties all designed to help people live with great style and sustainability. The author of 9 bestselling books with over 1 million copies in print, Danny also pens the daily nationally syndicated column "Do Just One Thing" distributed by Universal Syndicate. As a regular contributor to NBC's The Today Show, Danny is also developing new television programming to complement his work and businesses to debut in 2013. The merchandising arm includes an extensive collection of Danny Seo branded home items sold in stores like TJ Maxx, Marshalls and HomeGoods that includes furniture, bakeware & cookware, candles, seasonal decorative items, lighting, flooring, mirrors, pet products, stationary, gardening equipment and more. You can learn more at dannyseo.com.