Heritage
A house, in its own words
Maluma, born Juan Luis Londoño, built his career as a Colombian singer and songwriter before entering the fragrance industry with Royalty by Maluma in 2022. The launch of this fragrance line represented a notable milestone in his career, marking a first for the artist from Colombia. Multiple publications, including Vogue, covered the debut of the four-fragrance collection. The timing placed Maluma among artists who have expanded into personal care and beauty categories. The brand operates within the broader landscape of celebrity-endorsed fragrance lines, a segment that has attracted numerous musicians and performers over the years. The collection's introduction drew coverage from fashion and lifestyle media outlets, reflecting the intersection of celebrity culture and the beauty industry. Maluma leveraged his existing public profile and social media following to promote the launch, connecting his music career with this new venture in lifestyle products. The 2022 debut marked the beginning of what appears to be an ongoing brand expansion, with subsequent product releases and collections following the initial gemstone-inspired launch.
The brand communicates its values through the tagline 'Be Loyal. Be Respectful. Be Royal.' These principles shape how Royalty by Maluma presents itself to consumers. According to coverage in Vogue, Maluma described the collection as highly personal, suggesting the fragrance line draws from his own identity and experiences. The name Royalty itself signals aspirational positioning, inviting consumers to embrace an elevated sense of self. The personal nature of the collection reportedly connects to Maluma's roots and background as a Colombian artist. The gemstone theme provides thematic coherence across the four initial fragrances, with each representing a different precious stone and presumably a different facet of the brand's creative vision. This approach allows for variety within a unified concept, giving consumers multiple options while maintaining brand consistency. The brand's voice on social media reinforces these values, with the Instagram bio directly stating 'Be Loyal. Be Respectful. Be Royal. Created by @maluma.' This direct communication style suggests accessibility alongside the aspirational royal theme.