Launching Friday, Goldie Eau de Parfum, $78, is a woody-floral women’s fragrance that kicks off an eventual "wardrobe of Steve Madden fragrances; Parlux plans to inaugurate, said Parlux president Lori Singer.

Asked why he sought to reenter fragrance, Madden said, “with the brand exploding and the synergy of finding Parlux,” it was the perfect time to launch back into the category.

Named after Madden’s tween daughter, the bergamot-, pear- and jasmine-infused fragrance offers up a fresh category to Madden brand loyalists, while aiming to resonate with the next generation of young consumers.

Parlux which has seen splashy successes of late in fragrance with its gourmand Billie Eilish collection and Drake’s Better World Fragrance House is looking to turn Steve Madden’s fragrance play into a longer game.