Shaquille O’Neal‘s latest business venture is sure to be a slam dunk.
The NBA legend is set to debut his first ever signature fragrance, aptly called Shaquille O’Neal, which is available starting Sept. 3. exclusively at JCPenney before expanding to additional retailers in six months.
The scent, which retails for $55, is described as “bold and sophisticated” and “designed to embody confidence and presence.”
“This fragrance is all about presence,” Shaq said in a press release. “It’s strong, smooth, and leaves a mark, just like I aim to do in everything I take on. I wanted something luxurious but still within reach, and this is it.”
The Shaquille O’Neal fragrance features a combination of bergamot, grapefruit, and black pepper top notes, as well as hints of cardamom, suede, and benzoin, among other ingredients.
Shaq’s latest venture into the world of beauty marks a deepening of his existing business relationship with JCPenney.
“Shaq has been an incredible partner to us through his Shaquille O’Neal XLG big and tall line, which has been a customer favorite for seven years,” Jo Osborne, one of the retailer’s execs, explained in a statement. “We’re thrilled to grow that partnership by introducing his signature fragrance to our collection, as we continue to deliver affordable luxuries our customers love.”
Shaq—who famously has a diverse investment portfolio that includes brands like Krispy Kreme, Papa John’s and 24 Hour Fitness—recently opened up about encouraging his children to similarly not limit themselves in terms of their careers.
That being said, the Miami Heat alum noted that he’s never really had to worry about any of his children.
“I never say, ‘Do this or do that.’ You know, they just have to live their lives,” Shaq explained. “I hate using this word, but I have seven perfect children. I haven’t had a problem with any of my children ever. God bless.”
Keep reading for more stars with beauty brands…
That being said, the Miami Heat alum noted that he’s never really had to worry about any of his children.
“I never say, ‘Do this or do that.’ You know, they just have to live their lives,” Shaq explained. “I hate using this word, but I have seven perfect children. I haven’t had a problem with any of my children ever. God bless.”
Keep reading for more stars with beauty brands…
Rihanna
The one and only Rihanna changed the game when she came out with her Fenty Beauty line in 2017. Not only did she release 40 foundation shades, forging a new industry standard, but she has since created innovative and exciting products. She also released Fenty Skin and Fenty Hair.
Selena Gomez
Selena launched Rare Beauty in September 2020. The brand’s initial release featured a 12-range lineup. From foundation, makeup tools and liquid lipsticks to liquid liner, blushes and more, Rare Beauty has all your bases covered.
Beyoncé
The Grammy winner launched her new haircare line, Cécred, which features an eight-piece collection that helps cleanse, condition and repair tresses.
“My entire life and career, I’ve worn my hair in so many different ways: natural, flat-ironed, braids, colored, weaves, wigs,” Beyoncé said in a press release shared with E! News. “I want everyone to have the freedom to express their hair in ways that make them feel good.”
Lady Gaga
Mother Monster delighted her fans when she released her own cosmetics brand, Haus Laboratories, in 2019. While the songstress is no stranger to the beauty world, she decided to create something for everyone. From glimmering lipsticks to long-lasting shadows, her makeup has become a holy grail. And in June 2022, Lady Gaga “re-imagined” her brand with completely new products, a new retailer and more.
Sofia Vergara
The Modern Family alum debuted her beauty line called Toty with daily essentials—a CC cream, compact, serum and more—that prioritize suncare protection. “Growing up in Colombia, my life revolved around being outside in the sun,” the actress said in a press release. “I loved the sun, but little did I know, the sun wasn’t loving me back! Once I learned the true benefits of suncare and protecting my skin from sun damage and photoaging, I was hooked. I created toty with the idea that suncare should be an effortless part of your daily beauty routine—it’s my biggest beauty secret.”
Gwyneth Paltrow
It’s safe to say Gwyneth’s name is synonymous with Goop. After building her lifestyle and wellness empire, entering the beauty world was a natural next step. From power-packed face serums to unique body tools, the brand is chock-full of luxury products.
Ariana Grande
From vibrant liquid eyeshadows in holographic purples to universally flattering lip stains, Ariana Grande‘s r.e.m. beauty has everything you need to look out-of-this-world. In addition, the pop star recently entered the body care space with a collection featuring lotions, body washes and more.
Victoria Beckham
Nearly a decade after debuting her eponymous fashion label, the former Spice Girls member launched her namesake beauty brand. From shimmery (and crystal-infused) eyeshadows to high-quality serums, Victoria’s line blends luxury with glamour.
Michelle Pfeiffer
Michelle made a scentsational foray into the fragrance market with her brand, Henry Rose.
“I set out to create Henry Rose with a very clear vision,” she told Elle Canada in 2024, “which was to create a fine fragrance that met three equally important criteria: disclosed 100 percent of its ingredients, met the strict health and safety standards of the Environmental Working Group, and could compete in the mainstream marketplace.”
Ciara
The “Goodies” singer debuted her skincare brand, OAM—an acronym she created for the phrase “on a mission”—in 2022. “You’ve been asking,” she on Instagram, “and here it is. Meet my secret sauce.” Her line will feature five vitamin C-infused products, including a serum, eye cream and cleanser (to name a few).
Serena Williams
The tennis champion came into the beauty space swinging. Serena launched Wyn Beauty, which features everything from foundation to lipstick and mascara, packaged in a vibrant chartreuse color. Another standout detail? The brand notes the line is created “with deeper skin tones as the starting point.”
Hailey Bieber
The model released Rhode in 2022 to much success as her three-product line completely sold out after it hit online shelves. In 2025, she sold the brand to e.l.f. for $1 billion.
Gwen Stefani
The singer launched GXVE by Gwen Stefani in March 2022, giving fans lipsticks in her signature red, eyeshadows in everyday colors and more. She rounded up her debut line with a face oil, brow products and liners in electrifying shades.
Becky G
After collaborating with top cosmetics companies, the music sensation decided to release her own, Treslúce Beauty. She launched an eye collection first, which included an eyeshadow palette, eyeliners and falsies. Speaking to E! News in September 2021, she opened up about this exciting new chapter, sharing, “There’s been something in the air for me, as a creative person, that felt it was just time.”
Halsey
Weeks after announcing they were pregnant in January 2021, the singer debuted their very own beauty brand: About Face. From a collection of wildly colorful eye shadows, dazzling highlighters and a range of liquid lipsticks, Halsey described their line as “make u(p) without rules.” They also debuted a spinoff brand, af94, which is full of beauty products under $10.
Gabrielle Union
The actress released Flawless by Gabrielle Union, a haircare line that features products for “textured hair, protective styles and wigs.” She and husband Dwyane Wade also introduced Proudly, a line made for melanated babies.
Taraji P. Henson
In early 2020, the actress overjoyed fans with her eponymous haircare line, TPH by Taraji. Luckily, the brand’s lavish yet inexpensive product range is available at Target. Best of all? The Empire star keeps blessing us with fun tutorials on her Instagram. In 2022, she released a body care collection full of lotions, oils, body wash and so much more.
Miranda Kerr
The supermodel finally shared her beauty secrets with us normals when she launched Kora Organics. Skincare lovers are fans of the brand’s Noni Glow Face Oil, Noni Glow Sleeping Mask and Noni Night AHA Resurfacing Serum. Plus, some products are made with crystals. Now that’s magical!
Jennifer Lopez
Fans can finally get that iconic J.Lo glow now that the star released her eponymous beauty line. From a luminous complexion booster to a power-packed face serum, the singer has all your essentials covered.
Alicia Keys
The singer entered the beauty space with a vision of how important self-care is. Keys Soulcare released with three key products: a gentle moisturizer, a crystal-infused roller and a relaxing candle.
Iman
The supermodel debuted her inclusive makeup line in 1994. Since then, Iman’s namesake brand continues to be a force in the industry with its diverse collection of products that caters to Black, Indigenous and people of color.
Lauren Conrad
Famous for her tear-dripping mascara on The Hills, it makes sense Lauren Conrad would step into the beauty space. For her initial launch, LC released a range of lipsticks, a gloss, a liquid liner and more. Best of all? Her line is vegan, cruelty-free and made with eco-friendly packaging.
Lisa Rinna
The Real Housewives of Beverly Hills star can now add beauty mogul to her ever-growing resume! And in true Lisa fashion, her first-ever collection for Rinna Beauty featured three gorgeous lip kits—each including lipstick, gloss and liner.
Madonna
Feeling like a material girl? Madonna’s beauty brand has you covered. Named after her moniker and 2012 album, MDNA Skin, is luxury in a bottle—literally, as the line includes products in the $150, $200 and $600 range.
Jessica Alba
The actress launched her makeup brand, Honest Beauty, in 2015—and it’s been a household staple since. Some fans faves from her line: the smudge-proof liquid lipsticks, the dual-ended mascara and primer and face masks.
Travis Barker
In September 2022, the Blink-182 drummer announced that he expanded Barker Wellness into skincare, introducing products such a face serum, eye cream, moisturizer and more. He exclusively told E! News the product he loves to use when it’s cold, sharing, “The Renewal Balm is amazing year-round but especially a great go-to for the months where it may be a little drier. It’s packed with hydrating and rejuvenating ingredients.”
Drew Barrymore
The Golden Globe-winning actress first launched her Flower Beauty brand back in 2013. Since hitting the shelves, people have raved about its highly-pigmented blushes, nourishing lipsticks and durable setting sprays. Plus, most items cost fewer than a cocktail!
Tracee Ellis Ross
When it comes to beauty and fashion, Tracee Ellis Ross is always leading the way with her fun, fabulous and fierce lewks. So it was easy to see why she came out with her haircare line, Pattern. As the brand put it, it’s “here to fulfill the unmet beauty needs of the curly, coily and tight-textured hair community.”
Kylie Jenner
What started out as a demand for lip kits, Kylie Cosmetics has turned into a fully-fledged line. The reality TV personality sold a 51 percent stake of the company to Coty Inc. for $600 million in 2020. She has since launched several new collections.
Cindy Crawford
Ever wonder how the ’90s super looks so dang good? The 54-year-old star credits her skincare company, Meaningful Beauty. From neck treatments to SPF-infused day creams to plumping lip gloss, there’s a little bit of everything.
