Shaquille O’Neal Launches First-Ever Fragrance with JCPenney

Basketball legend and entrepreneur Shaquille O’Neal has expanded his business empire into the fragrance industry, debuting his first self-titled scent, Shaquille O’Neal, in partnership with JCPenney.

The fragrance, described as a “sophisticated eau de toilette”, is available exclusively through JCPenney stores and the retailer’s website for the first six months before expanding to wider distribution. Priced at $55 for a 4.2 oz/125 ml bottle, the scent is designed to capture the NBA Hall of Famer’s signature qualities of strength, confidence, and presence.

“This fragrance is all about presence,” O’Neal said in a statement. “It’s strong, smooth, and leaves a mark—just like I aim to do in everything I take on. I wanted something luxurious but still within reach, and this is it.”

The composition blends bright notes of bergamot, grapefruit, and black pepper with warm cardamom, suede, and benzoin. It is anchored by a base of tonka bean, amber, and musk, creating what the brand calls a bold, woody amber profile.

For JCPenney, the launch strengthens a long-standing partnership with O’Neal, whose Shaquille O’Neal XLG big and tall line has been a strong performer for seven years.

“Fragrance is one of the top-performing categories for JCPenney Beauty, and our customers love a great celebrity scent,” said Jo Osborne, SVP and GMM of Beauty, Center Core & Footwear at JCPenney.

“Shaq has been an incredible partner, and we’re thrilled to expand that relationship with his signature fragrance. It reflects our goal of offering affordable luxuries our customers love.”

The fragrance is available now at JCPenney stores nationwide and online at jcpenney.com.