Messi Fragrance Brand Launches Exclusive Parfum at Ulta Beauty

Messi Elixir Parfum Intense debuts at Ulta Beauty stores and online in May 2026.

Apr. 8, 2026 at 1:15pm

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Lionel Messi's eponymous fragrance brand, Messi Fragrances, is officially entering the beauty retailer Ulta Beauty with the prestige launch of Messi Elixir Parfum Intense. Set to debut exclusively across all Ulta Beauty stores nationwide, Ulta.com, and in Ulta Beauty Mexico on May 17, 2026, this launch marks a milestone for Sheralven Enterprises Ltd., the exclusive distributor of Messi Fragrances in the U.S. and Canada.

Why it matters

This partnership with Ulta Beauty represents a powerful moment for the Messi Fragrance brand as it taps into Messi's global fanbase and the growing convergence of beauty and sports. The launch aims to create an immersive, experiential retail experience that goes beyond just fragrance, connecting with Ulta Beauty's loyal and inclusive community.

The details

Messi Elixir Parfum Intense is a rich amber fougère fragrance that blends vibrant mint, lavender, and grapefruit with sueded vanilla and warm woods. Formulated with a 25% fragrance oil concentration, the 3.4 oz bottle includes a 0.3 oz travel atomizer spray, retailing at $95 with a $130 value. The fragrance is designed for those who embody confidence, humility, and quiet determination, inspired by Messi's lifelong pursuit of excellence.

  • Messi Elixir Parfum Intense will launch exclusively at Ulta Beauty stores, Ulta.com, and Ulta Beauty Mexico on May 17, 2026.

The players

Sheralven Enterprises Ltd.

The exclusive distributor of Messi Fragrances in the U.S. and Canada since the brand's inception.

Ulta Beauty

A leading beauty retailer that is partnering with Messi Fragrances to launch the Messi Elixir Parfum Intense exclusively in its stores and online.

Lionel Messi

The global soccer superstar and founder of the Messi Fragrances brand.

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What they’re saying

“Our partnership with Ulta Beauty marks a powerful moment for the brand as we introduce Messi Elixir Parfum Intense exclusively this May 2026. With the world's attention turning to the global stage of the sport, Ulta Beauty is the perfect partner to bring this vision to life, harnessing Messi's unmatched fandom through immersive, experiential retail and creating a launch that goes far beyond fragrance, rooted in connection, excitement, and cultural relevance.”

— Steven Koss, President of Sheralven Enterprises Ltd.

“At Ulta Beauty, we're seeing a powerful cultural convergence as beauty and sports intersect in increasingly meaningful ways, and this launch captures that momentum. Welcoming a fragrance from a celebrated athlete like Lionel Messi into our assortment reflects the evolving expectations of our guest, who is drawn to authenticity, performance, and personal storytelling, now expressed through scent.”

— Linda Suliafu, Vice President of Merchandising at Ulta Beauty

What’s next

The Messi Elixir Parfum Intense will be available at all 1,500+ Ulta Beauty stores, Ulta Beauty Mexico, and Ulta.com on May 17, 2026.

The takeaway

This exclusive launch of Messi Elixir Parfum Intense at Ulta Beauty underscores the growing intersection of beauty and sports, as well as the brand's ability to connect with a loyal, culturally-engaged consumer base through an immersive, experiential retail experience.