Just days after the surprise release of her fifth album, Beyoncé has announced the launch of her most personal ever perfume.
Apparently, the signature scent, called Beyoncé Rise, is designed to go beyond the sensuality and electricity of her stage persona to reveal a bit more of her personality.
We getting a little bit more intimate and personal with this, said Marsha Brooks, vice president of global marketing at Coty, which makes all Beyoncés fragrances. The time has come for something more natural and emotional.
The scent, described as an intoxicating, addictive luminous floral, was influenced by the work of one of the stars favourite poets, Maya Angelou.
News of the launch comes as tickets for the UK leg of her Mrs Carter Show World Tour 2014 go on sale today, a week after the release of her new album, called Beyoncé, on iTunes.
Bey first revealed her more private side earlier this year in HBO film Life Is But A Dream, which screened in the UK in March.
Speaking to WWD, Brooks added: This was a big deal for her to really exhibit her personal life and struggles. Its just Beyoncé sharing more and more with her fans.
Beyoncés previous two signature scents, Heat and Pulse, have made around £250million in sales worldwide.
