Personalised fragrance start-up Whiff inks deal with American R&B singer

Grammy Award Nominee Elgin Baylor Lumpkin, better known by his stage name Ginuwine, became one of the genre’s top artists during the 1990s and early 2000s

Custom fragrance company Whiff has announced a new partnership with R&B singer Ginuwine.

The 47-year-old Grammy Award nominee, born as Elgin Baylor Lumpkin, became one of the genre’s top artists during the 1990s and early 2000s, after kicking off his career as a member of hip hop group Swing Mob.

Commenting on the collaboration Ginuwine said: “After weighing many different options to create my signature cologne, Whiff was the perfect partner.

“They have everything I need from e-commerce expertise, online marketing and fragrance manufacturing.

“Whiff’s hands on approach and their team’s dedication to expanding my personal brand is ultimately what led to my decision.”

The brand has previously partnered with male grooming brand Manscaped and Canadian women’s football defender and Olympic bronze medalist Lauren Sesselmann.

Jason Pang, Whiff’s COO, added: “Our team was thrilled when Ginuwine selected us to develop his signature cologne.

“We’re a total solution to get his brand to market, so Ginuwine only needs to focus on product perfection and we take care of the details.

“It’s amazing to see his music creatively applied to another industry and that’s a recipe for very unique and exciting products.”

Full details of the launch date are yet to be released, but it is anticipated to hit the market from late summer.