Jōvan Musk

Jōvan Musk started as a fragrance oil named Jōvan Musk Oil, which had a small release in 1972 and was quickly followed by Jōvan Musk Cologne the same year. At that time, synthetic musk oils and fragrances were increasingly popular with hippies who bought them at head shops when they found that it masked the smell of cannabis.

Three men in the fragrance and cosmetics field (Bob Elias, and Richard Solomon and Herb Wilson of RH Cosmetics) noted the musk trend and decided to invest in the creation and marketing of a new musk fragrance. Denis MacAdams joined them as the perfumer. Jōvan, then a small company of two people (Barry Shipp and Bernard Mitchell) selling a single product (Mink and Pearls bath oil beads) agreed to add the new musk oil to their line. The fragrance's success spurred many other companies to launch their own musk scents.

In 1981, Jōvan signed a contract with the Rolling Stones for marketing tie-in. For $3 million, it became the exclusive sponsor of their 1981 American Tour.