Reb'l Fleur is the first fragrance for women endorsed by Barbadian recording artist Rihanna. The fragrance was promoted with the accompanying tagline "Bad feels so good". Reb'l Fleur was released in the United States on January 25, 2011, and in the United Kingdom on August 19, 2011. The product was positively-received upon its release, and it became highly successful. In 2009, Jay-Z signed a deal with Parlux Fragrances that involved launching scents for Kanye West and Rihanna.In reference to the deal, Jay-z stated "We are excited for the opportunity to partner with Parlux and their management team in the launch of these dynamic new brands".

According to Frederick E. Purches, the founder of Parlux Fragrances, when perfume designers first met with Rihanna, they commented on her "unique scent". Rihanna disclosed to the designers that she had created it by mixing and layering five different scents.The perfume designers then analyzed the five fragrances and incorporated them into the final formula for the Reb'l Fleur fragrance.

Reb'l Fleur was officially released in the United States on January 25, 2011.It was exclusively released at Macy's Department Stores.The product is sold in 1.7 and 3.4 fluid ounce bottles at a retail price of $49.00 and $59.00 respectively. The collection also features a bottle of body lotion, which is sold at a retail price of $30.00. Reb'l Fleur products are also available online through Macy's official website.

Packaging and scent
Reb'l Fleur's scent is fresh with ripe fruits and sumptuous florals. It also includes a "musky mix of vanilla, patchouli and amber".The bottle, which was designed to be "as dramatically unique as a Rihanna performance", was inspired by the shape of a stiletto heel due to Rihanna's fondness for them. The side of the bottle features a twisting matte black "ribbon".