Iggy Azalea Announces 'Secret' Business Venture In Fluffy Bathrobe

Iggy Azalea close up
Gettyimages | Alberto E. Rodriguez

Iggy Azalea is revealing she's never "kept a secret so long in my life." The 30-year-old rapper and new mom had been teasing something new for June 1, with the beginning of the month, indeed, bringing the "Sip It" hit-maker offering up news. Posting for her 14.6 million Instagram followers at the end of Memorial Day weekend, the Aussie dropped her latest business venture, one that's set to see the name Iggy become a brand and not just a power-house female rapper. Check it out below.

Building Her Brand


Scroll for the announcement video. Iggy, who has been making headlines for influencing for 40-year-old Kim Kardashian's SKIMS clothing line, is seemingly taking a leaf out of the reality star's book - Kim retails fragrances via her KKW Beauty brand, and it looks like Azalea is joining the mom of four.

Having already dropped lingerie content, Iggy returned to Instagram for a glamor-puss bathrobe selfie, one coming in video form and debuting fiery and bombshell red hair as Iggy preened herself.

Scroll For The Video

The mom to April 2020-born Onyx, all glam and throwing out a heyday '50s vibe, filmed herself close up and in a fluffy white bathrobe as she rocked a flawless cat-wing and purple eyeshadow, also going deep and bold red with her lipstick.

"I’m not bad - I’m just drawn that way… feeling hype and nervous as hell all day long. Cant really believe my fragrance company launches tomorrow, never kept a secret so long in my life lmaoooo," the caption read. 

Reveals Perfume Name

Iggy's debut fragrance will be "Devil's Advocate," one that quickly saw the star trending after she dropped the campaign. Scroll for more photos after the video.

The video follows a racier and lingerie-clad one where the blonde officially revealed the name of her scent. "Devils Advocate Fragrance June 1 here we come!!!" she told fans.

Taking to Twitter last night, Iggy wrote: I’m very proud to have developed this fragrance with Clement Gavarry… he’s behind some of our favorite scents by Tom Ford, Prada, Giorgio Armani, Dolce & Gabbana, Chloé etc… The list goes on."

Celebrity Beauty Exploding


Iggy's decision to tap into the beauty and cosmetics realm comes as many other stars grab the money-making opportunity by the horns. Well-established are moguls Kim Kardashian, Kylie Jenner, and Gwyneth Paltrow via her GOOP lifestyle brand, with others including actress Jessica Alba, "Dinero" singer Jennifer Lopez, singer Halsey, and "Rare" hit-maker Selena Gomez, plus pop icon Lady Gaga.

Newer to beauty are singer Halsey and reality faces Savannah Chrisley, Angela Simmons, and MTV face Kristin Cavallari. Iggy has revealed her perfume has been in the works for one year.