After an overwhelming 68% of Rihanna's fans voted Rebelle, the singer decided to embark on the release of her second fragrance, Rebelle, having achieved great success with her debut fragrance, Reb'l Fleur.

[1] Rihanna described the fragrance, as having a "feminine romantic element," while maintaining a "defiant quality."

[6][7] Additionally, a large billboard, displayed in Times Square, New York City, features Rihanna, promoting the fragrance.

[8] Since the release of Rebelle in the United Kingdom in February 2012, it has sold over 2 million bottles.

Rihanna's second fragrance has beaten other celebrity scents, in terms of bottles sold in the country, including Heat by Beyoncé, Glow by Jennifer Lopez and Midnight Fantasy[broken anchor] by Britney Spears.