Hilary Duff Launches Home Fragrance at QVC for 200M Households
Hilary Duff has partnered with QVC to launch an exclusive Below 60 Fragrance Collection, marking a strategic expansion for her eco-conscious home fragrance brand.
Hilary Duff has partnered with QVC to launch an exclusive Below 60 Fragrance Collection, marking a strategic expansion for her eco-conscious home fragrance brand. The collaboration, announced ahead of her live QVC appearance on April 26, 2025, introduces a new scent and leverages Duff’s celebrity influence to reach QVC’s global audience of over 200 million households.
Key Developments Leading to the Announcement
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Brand Ethos and Market Positioning
Below 60, founded in 2022, emphasizes cruelty-free, dye-free formulas inspired by the pristine air below Earth’s 60th parallel south. The brand’s $35–$80 products, including soy candles and plug-in diffusers, have garnered praise for transforming homes into “fresh sanctuaries”.
Customer testimonials highlight its appeal, with one reviewer calling the diffuser “worth the money” for its sleek design and subtle scents like Mint Disco and Vanilla Buys a Timeshare in Paradise.
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Strategic Retail Expansion
Prior to QVC, Below 60 operated primarily through its DTC website. The QVC deal, offering a $79.98 starter kit (two diffusers + three oils), broadens accessibility while maintaining premium pricing.
The partnership aligns with QVC’s focus on “live social shopping”, blending entertainment with retail. Mara Sirhal, QVC’s Chief Merchandising Officer, noted the brand’s “high-quality ingredients and elevated design” as key differentiators.
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Exclusive Product Launch
The QVC-exclusive scent Meet Me in the Garden (black currant, rose, violet leaf) joins signature fragrances like If Citrus Were a Feeling. Duff emphasized the scent’s ability to “elevate the home” while staying true to Below 60’s nature-inspired ethos.
The launch coincides with a live on-air segment at 10:00 AM EST on April 26, where Duff will demonstrate the products-a tactic QVC uses to drive real-time engagement.
Industry Context and Impact
Clean Beauty Demand: 72% of consumers prioritize “clean” home products, fueling growth in brands like Below 60 that avoid phthalates and parabens.
Celebrity Retail Partnerships: Duff’s role as Chief Brand Director mirrors trends where stars like Gwyneth Paltrow (Goop) and Jessica Alba (Honest Company) blend influence with sustainability-focused ventures.
QVC’s Omnichannel Strategy: The retailer’s shift toward experiential shopping (e.g., live demos, exclusive drops) aims to counter e-commerce giants, with fragrance sales rising 18% YoY in its home category.
Executive Insights
Hilary Duff linked the launch to her personal values: “As a mother, I’m careful about what I bring into our home. Below 60’s purity lets families breathe easy while enjoying transformative scents”. Mara Sirhal added that the partnership reinforces QVC’s mission to merge “aesthetic appeal with trusted quality”.
Looking Ahead
The QVC launch could pave the way for broader retail distribution or international expansion, particularly in Europe and Asia where clean beauty markets are growing at 12% annually. For now, Duff’s star power and QVC’s reach offer Below 60 a scalable platform to compete in the $12 billion home fragrance industry.
