Exclusive: Michael Bublé on beating the 'cringey' celebrity fragrance stereotype and his motivations for success

From selling out stadiums to fronting his new By Invitation Peony Noir perfume, award-winning singer Michael Bublé reveals to Cosmetics Business his inspirations in scent and success, and how he stays grounded

Michael Bublé unveils his fourth fragrance this month (Credit: Evaan Kheraj)

It may be surprising to know that Michael Bublé – the Canadian crooner turned international icon – was reluctant to enter the world of celebrity fragrance.

Unlike many of his musical peers he was bewildered by the thought of risking his name by venturing into a business he knew nothing about.

“My first instinct was ‘why have a fragrance?’, Bublé tells Cosmetics Business in one of his first interviews in more than 18 months. “I railed against it, I thought it was really cringey.”

Fortunately, the 43-year-old changed his mind and . . .

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