[Mandy] Moore closed her Mblem contemporary T-shirt line, [Paris] Hilton is seeking a new apparel licensee after an unsuccessful run with Dollhouse in the U.S., Anchor Blue shut down The Hills star Heidi Montag's Heidiwood line after just a year and Lauren Conrad closed her contemporary sportswear line in favor of developing a less expensive brand for Kohl's. Most recently, Lopez closed Sweetface along with all of her JLO by Jennifer Lopez apparel business in the U.S.

Celebrity apparel lines hit a peak a few years ago, and now that there are so many on the market, consumers are tired, said Jane Buckingham, who founded the research firm Youth Intelligence and left to start the Trendera consultancy. "They were feeling saturated with everyone having a line," she said. "It became not special anymore."

Although the public's interest in the famous remains, people "want to read about them and listen to their music. It's just that it's not about just one big celebrity anymore — it's all about a mix," Buckingham said. She said she sees more celebrities taking a backseat with their brands. "This is a generation of young people that has a little bit of humility, and they really don't like when people are self-obsessed," she said. "They like that Gwen's line is not all about Gwen [Stefani].

"Coty approached me a very long time ago about a fragrance of my own — it felt like a natural thing," said a Prada-clad Hill, who also has five Grammys, 13 number-one singles and has sold 30 million albums, during an interview at a Chelsea town house Thursday afternoon. "I'm pretty picky when it comes to fragrance — I don't wear a lot of it, and I haven't worn a lot in the past. I wanted to be able to create this scent, to be involved with the lab, choosing the notes, and everything. Talk about an awakening as to how it's all put together — the subtlety and difference that one drop can make. I wanted it to be clean and sensual, but last for a long time.

Hill said she usually has worn lotion in the past and noted Narciso Rodriguez Musk and Jo Malone's Red Roses body lotion have been favorites for years. "My children [daughters Audrey, Gracie and Maggie] have commented over the years — 'Oh, Mom, the bed or sweater or whatever smells just like you.' That's the feeling I was after. And talk about an awakening about how it all comes together — it was amazing to me the subtle differences that even one drop of oil could create. It was a lot more involved than I expected, but I couldn't imagine having my name on a fragrance I didn't create. If you are going to put your name on something, you want it to really represent you."

"I love fragrance and the idea of having one of my own, that was tailor-made for me and my own sensibilities, I thought it was a fantastic idea — ego aside," joked the songstress in a phone interview from Los Angeles, where she was trying to pick photos for the cover of her new album, "Persona." While Latifah is no stranger to the beauty world — she's served as a Cover Girl for Procter & Gamble Beauty since 2001 — creating a fragrance proved a new challenge for Hip-Hop's First Lady, as she is commonly called. "Initially a lot of the ingredients smelled nice, but they weren't how I wanted to be represented for my first fragrance — they were a little too mature or a little too sweet," said Latifah, who smelled about 50 different scents before coming up with the final formulation, which she described as "warm and sexy."

Developed in partnership with Steven DeMercado of Fragrance Resources, Queen opens with Italian bergamot, Mediterranean mandarin and golden tequila. The heart is of Baie rose, jasmine noir, cognac and Moroccan coriander. Base notes are of Indonesian patchouli, sandalwood, vanilla and Tonka Absolutes as well as Egyptian incense and musk.

The Queen by Queen Latifah collection will include eau de parfum spray in two sizes, 3.4 oz. for $59 and 1.7 oz. for $49. A body lotion will be available for $35 as well as a body butter for $40. The ruby-red bottle, "the color of sexiness and love," according to Latifah, boasts a square shape "to represent the strength of a woman," while a raised heart on the bottle's facade is meant to represent beauty from within.

Of her first fragrance, Latifah noted: "Queen doesn't smell like anything else. That's what you’re setting out to do — to create something unique. People tend to want to borrow from what’s popular, and me, I try to be a pioneer, a trendsetter."

In Bloom has top notes of Georgia peach, tea leaves and crisp greens; a heart of star gardenia, magnolias and night-blooming jasmine, and a drydown of cashmere woods, hypnotic florals and amber wood crystals.

"It's indicative of where I am today," said Witherspoon. "I'm feeling very strong and independent and so happy. The fragrance really captures that feeling - it's very sensual, very romantic and alluring."

In Bloom will be available in two sizes: A 1.7-oz. eau de parfum for $34, and a 1-oz. limited edition concentrated version for $59. A body mist, body lotion and shower gel also will be available for $15.

Kylie Minogue Couture captures the essence of Kylie's effortless elegance in a stylish, floral musky fragrance. Couture embodies Kylie’s new aura, a modern icon whose radiant smile expresses her passion for life. The fragrance opens with an enchanting bouquet of amarena cherry, lemon flower and vintage violet. It builds to a deeper heart of exotic ylang ylang, night blooming jasmine and passionflower that illuminates the heart of the fragrance with its subtle exotic scent. The base notes are composed of musk ribbons which give the enveloping feeling of cashmere while the addiction of vanilla sorbet rests upon the timeless elegance of white cedarwood, for a long lasting femininity. The final result reveals a new dimension of Kylie, created around her personality like a tailor made couture gown.

Halle is a woody oriental featuring Berry's favorite notes, fig and mimosa. Additional notes include bergamot, pear blossom, freesia, hibiscus, ultra mimosa, sandalwood, driftwood, cashmere musk, olibanum and sensual amber.

"We're not in a position to confirm or deny this," a representative for Aniston’s manager said, while a rep at her talent agency, Creative Artists Agency, said, "We have no comment" and that "we don't comment on deals." Her publicist could not be reached for comment. If the reports are true, it would mean Aniston will continue the celebrity beauty trend that has especially dominated the fragrance business, joining names ranging from Sarah Jessica Parker to Jennifer Lopez to the Beckhams and Mariah Carey.