Isidore Luxury and the Estate of DMX Announce the Return of the DMX Collection.
Isidore Luxury, the Black-owned luxury fragrance house founded by Durell Martin, and the Estate of Earl “DMX” Simmons today announced the return of The DMX Collection, a limited-edition Eau de Parfum personally selected and endorsed by DMX prior to his passing.
The collaboration between DMX and Isidore Luxury began through a chance encounter between the legendary artist and Martin at the W Hotel in Los Angeles. When Martin shared that he owned a fragrance company, DMX, who had a personal passion for fragrance, immediately took an interest. Martin introduced DMX to several Isidore Luxury scents and the artist personally selected the fragrance that would ultimately become The DMX Collection.
“I remember Earl telling me about meeting a young black entrepreneur and his wife; how much he admired their partnership, their love for one another, and the fact that they had built their own fragrance business,” said Desiree Lindstrom, co-administrator of the estate. “He had always wanted to create a signature scent of his own, and that shared passion became the foundation of his relationship with Isidore. Together, they began developing a personalized fragrance that truly reflected him. It became his favorite cologne and he wore it daily through the final chapter of his life.”
“I’m incredibly grateful to be in a position to help bring my father’s vision to life,” said Sasha Simmons, co-administrator of the estate. “This fragrance is a meaningful part of his legacy, and it’s special for us to be able to share something so personal with his fans. We hope people connect with the DMX Collection and love it as much as we do.”
DMX worked with Martin to bring the fragrance to market, resulting in its original very limited release in December 2020, just months before DMX’s passing in April 2021. For Martin, the collaboration was particularly personal, beginning not through a traditional licensing opportunity or celebrity endorsement deal, but through DMX’s genuine interest in fragrance and the relationship the two developed following their initial meeting.
“From the moment X and I met, there was a genuine connection, and fragrance was something he truly loved. He didn’t just put his name on this, he smelled the fragrances, chose the scent that spoke to him and wore it himself,” said Durell Martin, Founder of Isidore Luxury. “To be able to bring The DMX Collection back and share something with his fans that Earl personally selected, including the distinctive red bottle, is incredibly meaningful. This is about honoring our friendship, his vision and the legacy he left behind.”
The 3.4 fl. oz./100 ml Eau de Parfum is presented in a striking deep red glass bottle accented with gold detailing and DMX’s “X” logo, creating a bold visual tribute to the legendary artist. The bottle is housed in a coordinating red presentation box featuring the iconic “X” in gold alongside DMX’s signature, transforming the fragrance into a collectible piece that celebrates his unmistakable identity and enduring legacy.
“Every estate-sanctioned project is rooted in authenticity and reflects who Earl was, what he stood for, and the legacy he left behind,” said Ashley Austin, founder and CEO of Artist Legacy Group, the estate management firm that oversees and protects the legacy of DMX. “The DMX Collection is particularly meaningful because it was something he personally selected and was actively involved with during his lifetime. The estate is committed to carrying forward what he started while remaining true to his original vision.”
The partnership is the latest chapter for Isidore Luxury, a brand Martin founded with a vision of creating a luxury company rooted in culture, ownership and legacy. Since its launch, Isidore Luxury has established itself as a trailblazer within the fragrance industry, becoming the first Black-owned fragrance brand to hold an official NFL collection partnership and developing collections connected to the NFL, NBA and cultural icons. The company also made history as one of the first Black-owned fragrance brands featured at Saks Fifth Avenue in Indiana.
