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Products include an eau de parfum as well as a gift set.
December 15, 2025
By: Melissa Meisel
The newest fragrance from Leo Messi—Messi Platinum, is available exclusively at more than 600 JCPenney Beauty locations across the U.S. and Puerto Rico. It is also sold online at jcpenney.com.
It joins the original Messi fragrance that rolled out stateside in 2024.
Sheralven was selected by Melbourne-based fragrance company Game On Product Group in 2024 to serve as the exclusive North American distributor for Messi eau de parfum, the first signature scent from global sports legend Leo Messi.
The beauty distributor then chose JCPenney to serve as the exclusive US retailer. As reported in Happi, JCPenney has been amping up its fragrance offerings over the years.
Infused with ingredients sourced globally, the makers say Messi’s original signature fragrance mirrors the diverse players and teams of the World Cup.
“I have always loved fragrances. I love trying new perfumes and exploring the unique world each scent creates. I couldn’t be more excited to share my newest fragrance, Messi Platinum,” said Leo Messi in a media statement.
According to the company, Messi Platinum opens with vibrant bergamot peel, fresh water and a touch of green coconut. The heart blends violet leaf, lavender and clary sage, settling into a grounded finish of vetiver root, teak wood and mineral amber.
Each bottle is housed in a platinum-finished design that mirrors the elevated, modern edge of the scent, said the company.
For holiday gifting, the fragrance comes in two options:
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