Ouai and Heaven Mayhem launch $125 refillable fragrance necklaces

Ouai and Heaven Mayhem are launching two refillable amulet necklaces on Monday, priced at $125 each on their respective websites. The hair care and fragrance company and the Los Angeles jewelry label built the pieces around a small vessel that unscrews so wearers can dab scent straight onto the skin.

The Rue St-Honoré Amulet pairs a two-tone gold and silver pendant with a silver chain, carrying notes of gardenia, violet, ylang-ylang and white musk. The Ibiza Amulet comes in black and silver with a black tassel, and it is sweeter and darker, layering sugar, cocoa, tonka bean and labdanum with coffee, cashmeran and vanilla, then finishing on cinnamon and rum.

Amanda Martinez, Ouai's vice president of brand marketing, frames the pairing as a natural fit. "We just really love this idea of bringing fragrance and jewelry together," she said. "Both are very personal, and [you] choose them because of how they make you feel and what they say about you."

Heaven Mayhem founder and creative director Pia Mance led the jewelry design, and the partnership started in January 2025. The two fragrances were chosen to show different sides of Ouai's portfolio, matching one of its original scents with a newer addition to the range.

Mance said the project met her three criteria for a worthwhile collaboration: a standout product, a wider audience and lessons from an established company. "We worked together on everything from the photo shoot to the construction of the necklaces to the production," she said, calling it "such a collaborative process."

For Ouai, the launch opens a door to buyers who know the brand mostly for hair care rather than perfume. Martinez said Ibiza has become the brand's "fastest growing fragrance." She added: "Starting as a hair care brand and moving into a lifestyle brand, we're always quite intentional about the categories we choose to play with."

The amulets also extend Heaven Mayhem's push beyond jewelry into a wider accessories business built on pieces that join design with function. Mance launched the label in 2022, and the collaboration leans on that streak: "This product is perfect for the girl on the go. She looks chic. She's wearing a necklace. She can top up her fragrance."

Ouai has a longer history behind it. The brand was founded in 2016 by celebrity hairstylist Jen Atkin, and it was acquired by Procter & Gamble in 2022. The necklaces mark another step in its move from hair care toward a broader lifestyle brand.

What the two scents smell like

Rue St-Honoré is a floral profile built on gardenia and violet, with ylang-ylang and white musk underneath.

The wearable vessel is the shared selling point. Rather than a spray or rollerball, each necklace holds a chamber the wearer unscrews and dabs onto skin. In our guide to necklaces that add sparkle, we looked at small pieces that earn a daily place, and this one adds a job.

Mance is explicit that collaborations are a route to new audiences. "We have such a strong audience and we have such a strong product," she said. "But now I think we're focusing on how can we reach more people and how can we offer them this Heaven Mayhem world in other formats."

What the launch means for each brand

For Ouai, the necklace is a distribution idea as much as a product. Martinez's point that the brand is deliberate about which categories it enters comes from a company now owned by Procter & Gamble, and it turns scent into something a customer wears.

For Heaven Mayhem, the amulets push a label founded in 2022 toward objects with a practical purpose. Mance's three-part test of standout product, wider reach and learning from a bigger company frames this project, and by her own telling it passed all three.

We have covered adjacent pairings before, including Josie Natori and Johnny Was teaming up on kimonos, caftans and pajama sets. Here the partnership is between a hair care and fragrance company and a jewelry label, and the product is a pendant that holds perfume.

Both necklaces go on sale Monday at $125 each, and neither brand has said how many it will make. The announcement did not detail how the vessel is refilled, or whether it takes Ouai's full-size fragrances, so the practical mechanics remain to be seen.