Heritage
A house, in its own words
Hilary Duff's fragrance journey began on July 21, 2006, when her first scent debuted under a partnership with Lopez, a brand then distributed through Elizabeth Arden. Reports indicate Duff was involved in the development process, contributing to the creative direction of her inaugural fragrance. The commercial success of that 2006 launch led to a follow-up, Wrapped With Love, which arrived in 2008, expanding her presence in the celebrity fragrance market. After more than a decade focused on music, acting, and television production, Duff returned to the fragrance space through an entirely different category. In 2021, she founded Below 60, a home fragrance company created in collaboration with her passion for personal wellness and home decor. The name references an unusual geographic concept, drawing inspiration from the purity of nature found only below Earth's 60th parallel. Below 60 launched as a cruelty-free brand, offering candles and fragrance diffusers. The company debuted on QVC, marking a significant retail partnership that brought the brand to a wider audience. As chief brand director, Duff reportedly takes an active role in the company's direction rather than simply lending her name to a licensed product. The launch on QVC positioned Below 60 within the home shopping channel's wellness and home decor offerings, reflecting Duff's stated connection between fragrance and personal wellbeing.
Hilary Duff has described her home as her happy place, a space where she resets and recharges. This personal philosophy informed the creation of Below 60, which emerged from what Duff called her passion for fragrance, home decor, and personal wellness. The brand's approach centers on clean home fragrances free from parabens, sulfates, and phthalates. Below 60 takes its environmental inspiration from the purity of nature found only below Earth's 60th parallel, a geographic concept that informs the brand's focus on natural origins and clean formulations. The cruelty-free positioning reflects a commitment to ethical production practices, including no animal testing. For her personal fragrance work, Duff reportedly participated in the creative process rather than simply lending her name to a product. Her approach to both personal and home fragrances emphasizes the role of scent in creating atmosphere and supporting wellbeing. The brand markets itself as a clean alternative within the home fragrance category, appealing to consumers increasingly concerned about the ingredients in products they bring into their living spaces. Duff's stated hope that customers love the brand suggests an invested interest in the products' reception beyond mere celebrity association.