Inspired by African-American author Maya Angelou and meant to showcase private sides of Beyoncé's personal life, Rise was created as a woman's fragrance.

Beyoncé announced the release of her first fragrance Heat in December 2009 after she had previously worked with Tommy Hilfiger on True Star and with Giorgio Armani on Diamonds for which she also appeared in several promotional campaigns.

[5] On December 12, 2013, it was reported by MTV that beauty and lifestyle editor Jess Torres of the magazine Siempre Mujer was offered a glimpse of Beyoncé's new perfume called Rise.

[9] The perfume was influenced by Beyoncé's autobiographical HBO documentary Life Is But a Dream (2013); both Rise and the film showcase the singer's personal sides including "inner strength, overcoming adversity, and what it really means to be a woman".

Reveal magazine writer Brigitte Swimer deemed the photograph "smouldering" and went on to offer praise for Beyoncé looking "breathtaking... rocking flawless skin and perfectly contoured cheeks".

[5] In January, 2014, People magazine organized a contest between readers of its website on Twitter asking them to share a photo of the singer in their favorite outfit on their profiles and win a signed bottle of Rise.

[9][24] It opens with shots of her showered in gold as she rises out of a glittering bowl formed of dust while dramatic music plays in the background; several of the scenes are filmed using a slow motion technique.

[15] In an in-depth review of the commercial, Caitlin Morton from MTV heavily praised Beyoncé's look, style, movements and poses for the camera and concluded, "THAT ... is how you sell a perfume".

[21] Maeve Keirans writing for the same publication wrote the clip was "heavy on the glitter and hair-flips" and added, "We would've bought Rise anyway, but now [due to its commercial] we're definitely going to buy it.

"[25] Carl Williott from the website Idolator interpreted Beyoncé's character in the video as a "gold dust woman imploring you to embrace the elements and rise".

[24] Charlie Gowans Eglinton of Elle magazine provided a positive review for the clip summarizing, "there's hair–flipping, intense eye–contact and a sultry voiceover, all covered in a layer of gold dust.

"[13] Madison Lafayette in an article for VIBE Vixen praised Beyoncé's decision to release Rise "capitaliz[ing] off" her success and "giving us another reason to talk about her".

[11] Tor Cardona of the magazine Grazia Daily praised the fact the perfume was announced a week after Beyoncé's fifth album, noting she was set for a "world domination" in 2014.

[5] Charlie Gowans Eglinton of Elle, noted that the perfume promised to be "almost as intoxicating as Bey herself" with a "sexy scent" of musk according to reports she had read.