Adam Levine: I'm Revoking My Ban on Celebrity Fragrances

02/07/2013 at 03:30 PM ET

Adam Levine FragranceGeena Cole/London Ent/Splash News Online; Startraks

“I also would like to put an official ban on celebrity fragrances. Punishable by death from this point forward.” So Tweeted Adam Levine in March 2011. We have to assume he’s changed his mind, however, because he just released his first eponymous perfume line, including a women’s and men’s scent.

What made him repeal his official death sentence for celebrity perfumers? “I wouldn’t have been able to do this if I didn’t have the creative control,” he told PEOPLE at the line’s launch in L.A. on Wednesday. “Otherwise it would have wound up being something that I didn’t endorse, and I’d be stuck standing here feeling like an a**hole.”

We think there may have been another reason he suddenly hopped on the celeb fragrance bandwagon: the testing process. “I got opinions from…all the women I could find,” Levine says of the development stage. One has to imagine “What do you think of my celebrity fragrance?” is a pretty effective pickup line.

And the end result? “It’s just a very subtle scent. It’s not something that completely overtakes a room,” he said. “I like the idea of proximity, which is that you have to be close to someone to really experience it.”

So has the Maroon 5 front man’s thoughts changed on the celebrity-endorsed beauty industry? That’s still up for debate, but he’s certainly pleased with at least one brand on the market: his own. “I’m proud to say that I do love it and I wear it.”

Adam Levine fragrances are available at Macy’s stores nationwide and macys.com with prices starting at $35. Tell us: Are you excited to try Levine’s new perfumes?

–Jennifer Cress, reporting by Gabrielle Olya

PHOTOS: SHOP EDITOR-APPROVED VDAY GIFTS!

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Showing 51 comments

Dietra on

Sellout!!

Ally on

$$$$

avery on

money talks bullsh1t walks

steph on

Lol what a tool

RR on

He received his check…and even though it had a large figure on it, it cleared! Wait for the royalties too that will follow. Smart businessman! I’d revoke that rule too.

jenna on

ok, so hes slightly hypocritical, but hes just so stinkin’ hot, I’m willing to overlook it.

katy on

Lucky he’s so cute cause he’s a total sellout!

Andy on

Translation a dump truck of money got driven up to his house, a PR guy came up with those soundbites you all just read. He took a whiff of the stuff took a bigger whiff of the money and dove in. The cologne’s nickname is Hypocrisy.

Jade'd on

What a hypocrite! He acts like he’s too cool for school and then goes around and sells out. He has become such a Hollywood cliché. Reality show, fragrance, what’s next? Let me guess, a clothing line…. pathetic

Cyndy on

you mean Hollywood and its followers are capitalists?
hypocrisy gone wild

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