Billie Eilish Unveils ‘Smash Capitalism,’ a Fragrance Priced at $88 an Ounce
LOS ANGELES — Grammy winner Billie Eilish on Monday introduced Smash Capitalism, a new eau de parfum she described as “a scent for people who are completely done with the evil capitalistic system,” available immediately at $88 per ounce.
It comes in a gilded molotov cocktail bottle perfect for societal rebels and was entirely produced on stolen land.
“If you’re still participating in late-stage whatever this is, at least smell expensive while you do it,” Eilish said in a statement that accompanied the product page. “No hate. Just $88.”
The house describes the scent as having the “gasoline notes with a heart of unused bike lock, dry-down of oat-milk sour and a trust fund that stayed home.”
The bottle is one ounce. There is no value size. A travel spray is $32 and contains less of the idea.
Eilish Fragrances has for years marketed vegan, cruelty-free formulas, wind-powered cartons and PETA certification. Smash Capitalism keeps those claims. What it does not keep is the pretense that $88 an ounce is a protest. It is a SKU.
Asked how a luxury scent squares with telling the ultra-rich to empty their accounts, a representative said the artist “puts her money where her mouth is and also where the Ulta endcap is.” The representative declined to say what share of Smash Capitalism proceeds, if any, will follow the tour money to the Climate Impact Fund.
Industry analysts noted that Eilish is not a billionaire and that $88 is within the normal band for a celebrity eau de parfum if one ignores the name on the carton. They also noted that “Smash Capitalism” is a strong name for a product that requires capitalism to exist, ship, advertise and ring up.
The scent is on sale at BillieEilish.com and will reach Ulta shortly, which is still a store. Billionaires have not been asked to purchase it. Regular people have.
Eilish’s earlier line, Eilish Intense, already sold a 3.4-ounce bottle for $88. Smash Capitalism simplifies the math: same number, less juice, more thesis.
“Love you all,” the product copy concludes. “Give your money away. Preferably to me.”
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