Mercedes-Benz has added a new women’s fragrance to its licensed lifestyle range, called “I am Mercedes”. Created by master perfumer Sophie Labbé, it builds on orange blossom, bergamot, jasmine, wood and musk, and comes in a diamond-cut glass bottle that reinterprets the three-pointed star. The launch continues the brand’s long-running licensing partnership with Give Back Beauty and arrives in the company’s 140th anniversary year.
Mercedes-Benz has presented “I am Mercedes”, a new women’s fragrance that the company says is built around the spirit of self-assured women who go their own way. The announcement was made in Stuttgart on 17 September 2026.
The brand frames the launch with its own history: Mercedes Jellinek gave the marque its name, and Bertha Benz made the first successful long-distance journey by automobile in August 1888, driving from Mannheim to Pforzheim. According to the manufacturer, the fragrance is intended as a tribute to those early pioneers.
How the fragrance is composed
The scent was created by master perfumer Sophie Labbé. It opens with fresh neroli accents plus a touch of bergamot and pink pepper. The heart note is built on white flowers, with sun-ripened orange blossom interpreted alongside jasmine and ylang-ylang. In the base, vanilla is wrapped in wood and musk notes and develops amber facets.
A bottle shaped like a gemstone
The flacon is made from diamond-cut glass, and its centre section is designed to reinterpret the three-pointed star in a subtle way. The liquid itself has a salmon-pink tone, while the metallic pink cap carries the star. The neck of the bottle is finished with a handwritten “I am Mercedes” script.
The campaign: a fragrance as co-pilot
The market launch is supported by a campaign in which the central figure drives a 1968 Mercedes-Benz 280 SL Pagoda convertible, a car the company describes as an emblem of freedom, style and elegance. The fragrance is staged as her co-pilot and as a deliberate expression of personal style.
Part of a long-running licensing deal
“I am Mercedes” continues the partnership between Mercedes-Benz and Give Back Beauty (GBB), which began in 2011. Since then the brand has released a series of fragrance lines, including a Mercedes-AMG trilogy in 2023 and a six-fragrance Maybach collection in 2024. The compositions are developed by master perfumers working from the values and identity of each brand, the company says.
The launch also falls in the brand’s “140 Years of Innovation” anniversary year, marking the period since Carl Benz filed the patent for the first automobile and Gottlieb Daimler built his motorised carriage.
Facts: Mercedes-Benz “I am Mercedes”
- Type: Eau de Parfum for women
- Perfumer: Sophie Labbé
- Top note: neroli, bergamot, pink pepper
- Heart note: orange blossom, jasmine, ylang-ylang
- Base note: vanilla with wood and musk, amber facets
- Bottle: diamond-cut glass with star-inspired centre section and metallic pink cap
- Sizes: 100 ml, 50 ml and 30 ml
- Licence partner: Give Back Beauty
Mercedes-Benz lists the fragrance in three Eau de Parfum sizes — 100 ml, 50 ml and 30 ml. The company has not stated prices or an on-sale date in the release.
Source: media.mercedes-benz.com