The Untold History of Elizabeth Taylor’s First Fragrance, According to Her Former Executive Assistant

It would be remiss to celebrate National Fragrance Day without a nod to Elizabeth Taylor. Widely considered the creator of the “celebrity perfume,” the Grand Dame believed a “well-chosen perfume was an essential accessory for every woman.” In 1987, she blended her love of fine fragrances with her entrepreneurial spirit by releasing her first perfume, Passion.

“There’s ylang-ylang in it, which gives it a wonderful kind of tangy, crisp freshness and lilies of the valley brides use it in their bouquets…that’s probably why I’m so attached to it,” said Taylor of the richly sensual floral-oriental. The scent was an instant hit and, today, Taylor’s record-breaking perfume empire continues with 16 different fragrances, including the iconic White Diamonds, which debuted in 1991.

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As Tim Mendelson, Taylor’s former executive assistant, co-trustee of the House of Taylor and officer, The Elizabeth Taylor AIDS Foundation, recalls, what has always stuck with him is how involved Taylor was in the development of her perfumes.

“Elizabeth was deeply committed to being hands-on throughout the entire process of developing her fragrances, drawing inspiration from every corner of her life,” he says. “She believed in the idea of a ‘signature scent’ and poured her heart into creating Passion, her debut fragrance. Determined to ensure it truly embodied her essence, she wanted to give her fans the ability to incorporate the timeless elegance she was known for into their own lives. Building on this success, she introduced White Diamonds, inspired by her iconic jewelry and the cherished gifts from the loves of her life. Interestingly, few people know that it was Coco Chanel herself who encouraged Elizabeth to craft a fragrance of her own!”

And her own it was. According to the House of Taylor, the mega-star was so passionate about the quality of her perfumes that she not only wore them herself, but she also refused to wear anything else. Always authentic, Taylor even embarked on a multi-city promotional tour to generate excitement for the launch of White Diamonds, visiting department stores across the U.S. and sharing a first look at the fragrance’s commercial. The now-iconic video, “White Diamonds, Starring Elizabeth Taylor,” famously had Taylor saying the line: “These have always brought me luck.” She was, of course, referring to her own sparkling pair of diamond earrings.

“Elizabeth understood that fragrance was more than just a scent—it was a gateway to treasured memories,” shares Mendelson. “She was determined that her creations would embody her legacy and timeless elegance. When developing Gardenia, for example, she aimed to make it as authentic and personal as possible, offering an intimate window into her life. To achieve this, she carefully selected a gardenia from her private garden in Bel Air and worked closely with her partners to flawlessly capture its essence, bringing the fragrance to life in a way that was both genuine and deeply meaningful.”

Despite an instantaneous and massive commercial success, the forward-thinking Taylor was set on creating a plan so her fragrances could be a beloved portfolio—and an empire enjoyed for years to come. In the years since its debut, numerous White Diamonds–inspired fragrances have been released, including Sparkling White Diamonds (1999), Brilliant White Diamonds (2001), White Diamonds Lustre (2014), White Diamonds Night (2016), Love & White Diamonds (2017) and White Diamonds En Rouge (2019).

“Elizabeth was a visionary businesswoman who recognized opportunities far beyond a single fragrance,” says Mendelson. “She understood that scent is more than just a product—it defines a lifestyle. With this in mind, she set her sights on creating not just a fragrance, but an enduring empire. She knew that her fans were not just purchasing a scent—they were embracing the chance to embody her elegance, her lifestyle and the luxurious aura that surrounded her. Partnering with Elizabeth Arden for this ambitious venture, she found a collaborator who shared a passion around her personal brand. Thanks to her meticulous dedication and visionary approach to fragrance creation, White Diamonds continues to be a best seller to this day, a true testament to her legacy.”