The Story
Why it exists.
The beginning
Now & Forever arrived in 2001 as one of Joan Rivers' fragrance releases. Annie Buzantian composed the juice, working within a white-floral framework that leaned into the soft, approachable territory the name implies. The title reads like a vow, but the composition underneath it is unflashy and accessible, a scent that settles in close rather than broadcasting. Rivers, known for her sharp comedic eye, brought that same sensibility to beauty. The juice itself opens with a bright wash of green and petal, honeysuckle and water lily sliding past each other in something that smells like cut stems and open air. Lily of the valley keeps the edges crisp so the opening never tips into syrup.
What gives Now & Forever its particular character is the pineapple note threaded through the heart. Without it, the composition would lean pure white-floral: tuberose, orange blossom, the soft cream of the supporting petals, and the gentle indolic warmth that comes from real white-flower materials. Buzantian's move is to slide a bright tropical accent into the heart, which lifts the tuberose and orange blossom, adding a juicy counterpoint that keeps the whole thing from collapsing into something too bridal.
The evolution
The first spray lands wet and dewy, honeysuckle and water lily pushing past each other in a green wash that smells like cut stems and open air. Lily of the valley sharpens the edges so nothing feels syrupy or heavy. As the opening settles, the florals step back and the peach arrives, soft and candied, followed almost immediately by pineapple, which is the surprise of the composition's first phase. The pineapple is fleeting, a bright accent that lifts the whole heart before fading into the white florals beneath it. The fruit notes dissolve and tuberose and orange blossom take over, creamy and slightly warm, but never heavy in the way some white florals can turn. The base, when it shows itself, is musk first, then sandalwood's soft cream, with the Brazilian rosewood adding a faint woody thread that lingers longest of all.
Cultural impact
Now & Forever carries the particular nostalgia of turn-of-the-millennium beauty shelves, the era when white florals crowded gift counters and celebrity-adjacent perfumery was having its moment. The composition borrows from that era's playbook of soft, giftable scents, but threads in enough tropical fruit to distinguish itself from a strict floral. It's a vanity-bottle fragrance: the kind picked up at a gift counter, worn for soft occasions, and remembered more for the moment than the precise composition. Production was apparently discontinued, which only adds to its particular shelf-memory.
