JUSTFETISH BY JOANNE
LIMITED EXTRAIT DE PARFUM
A New Luxury Fragrance Brand Born From an International Icon
JustFetish by Joanne is a premium fragrance house founded by Joanne, internationally known as Cristal — an internationally recognised cover model, Playmate of the Year 2025 and 2026, and established media personality.
Built around personal expression, elevated sensuality and individuality, JustFetish combines fine fragrance, founder authenticity, powerful visual storytelling and international media recognition.
JustFetish is not simply a fragrance. It is an attitude, a feeling and a form of self-expression.
JUSTFETISH BY JOANNE
Limited by design.
Sensual by nature.
Founded by an international icon.
Philanthropic at heart.
Created to inspire desire and help people.
THE FOUNDER & THE SIGNATURE CREATION
Joanne brings a distinctive combination of international visibility, personal influence and experience across fashion, beauty, publishing and personal branding.
Her profile includes multiple international magazine covers, editorial features across beauty, fashion, lifestyle and business publications, and an established international audience.
JustFetish represents the evolution of Joanne’s image and creative vision into a complete luxury fragrance brand.
The house launches with a Limited Extrait de Parfum — a highly concentrated fragrance created to feel rich, sensual, exclusive and unforgettable.
This is not a conventional celebrity fragrance. Joanne is not simply the face behind the bottle. She is the founder, creative force and guiding vision behind the brand, shaping its identity, aesthetic, product development and future direction.
FRAGRANCE WITH A PURPOSE
At the heart of JustFetish is Joanne’s commitment to philanthropy and helping others. A particular focus of her charitable mission is supporting awareness and initiatives connected with autism and Tourette syndrome.
The brand aims to use fragrance as more than an expression of beauty and luxury — creating opportunities to raise awareness, encourage understanding, reduce stigma and support meaningful charitable and community initiatives.
As the charitable programme develops, the organisations supported, contribution structure and impact will be communicated transparently.
JustFetish is designed to inspire desire while connecting luxury with a positive social purpose.
THE JUSTFETISH VISION
JustFetish is positioned as a distinctive, founder-led luxury fragrance house built around six core strengths:
- International founder recognition
- Strong media credibility
- Sensual and emotional brand positioning
- Limited and controlled exclusivity
- Authentic philanthropic purpose
- Long-term luxury brand potential
Beginning with the Limited Extrait de Parfum, the vision is to establish a selective premium retail presence, build international recognition and eventually expand into additional fragrances, collector editions, beauty products, luxury gifting and carefully selected collaborations.
Cristal built the visibility.
Joanne is building the brand.
Her mission is to help people.
JustFetish is the next chapter.