Whatever It Takes is a charitable initiative founded in 2003 that collaborated with celebrities to create fragrances, beauty products and accessories. The proceeds support humanitarian and environmental causes worldwide.

The brand’s unique concept involved working with notable personalities from entertainment, sports, politics and the arts who contributed personal drawings and signatures to create distinctive packaging designs. These celebrities included Pierce Brosnan, Nicole Kidman, Scarlett Johansson, Michael Jackson, Harrison Ford, Keith Urban and dozens more.

Their fragrance collection launched in 2004 with celebrity-endorsed scents packaged in bottles featuring the stars’ artwork. The perfumes were created by established perfume houses and featured accessible, crowd-pleasing compositions suitable for everyday wear.

Some of their most popular fragrances included Pierce Brosnan’s signature scent – a fresh aromatic fragrance with citrus and woody notes, and Nicole Kidman’s feminine floral offering. The Michael Jackson fragrance became particularly collectible after his passing.

Beyond fragrances, Whatever It Takes produced body care items like shower gels, lotions and soaps. They also created accessories including bags, wallets and phone cases decorated with the celebrity artwork.

The brand’s business model was built on donating profits to various charitable causes through the Whatever It Takes Foundation. These included poverty alleviation, education initiatives, environmental conservation and disaster relief efforts globally.

While the brand was most active in the mid-to-late 2000s, its innovative approach to combining celebrity involvement, creative design and charitable giving made it stand out in the beauty industry. The limited edition nature of many products has made them sought after by collectors.

Though no longer actively releasing new products, Whatever It Takes demonstrated how the beauty industry could be leveraged for philanthropic purposes while creating desirable consumer goods. The brand raised millions for various causes during its peak years of operation.