Heritage
A house, in its own words
The CR7 fragrance project began in 2015 when Cristiano Ronaldo partnered with Eden Parfums, a company headed by Jorge Mendes, his long-time agent, to develop a line of scents under the CR7 banner. The debut, Elma, arrived the same year, marking Ronaldo's first move into beauty and personal care. By 2017, the footballer was publicly promoting the brand at launches in Madrid, including the Cristiano Ronaldo Legacy edition, which he presented in person. Since then, the line has expanded steadily, with new releases arriving year on year. The 2023 addition of CR7 Fragrances continued the collaboration with Eden Parfums, and the portfolio has continued to grow, with the most recent release arriving in 2025. The brand sits within a larger CR7 commercial ecosystem that includes fashion, fitness, and hospitality ventures, giving it a multi-category identity uncommon among celebrity fragrance projects. CR7 fragrances operate on a clear idea: each scent is intended to translate aspects of Cristiano Ronaldo's personality and lifestyle into something wearable. The brand's stated creative direction draws on themes of confidence, determination, and personal style, framing fragrance as a way of expressing identity rather than simply smelling pleasant. The approach favors accessibility, with prices and distribution aimed at a broad audience, positioning the line as a personal extension of Ronaldo rather than a niche artistic statement. Collaborations with established perfumers like Pierre Negrin and Alienor Massenet bring industry craft to the project, while Ronaldo himself remains the creative reference point, with each release tied to a specific phase or value from his career and personal brand.