It was the second enterprise from MG Icon LLC, a joint venture between Madonna, her manager Guy Oseary and Iconix Brand Group.

Madonna wanted to create a contemporary version of her mother's fragrance, and collaborated with perfume maker Stephen Nilsen.

[1] In an interview with Women's Wear Daily, Madonna stated her inspiration behind the name Truth or Dare: Over the past several years, I have been approached countless times to create my own brand.

The bottle was described in the release as "playing the Truth or Dare duality – a classic and sophisticated shape, with modern and edgy detailing".

[4] To create the particular smell that she had in mind, Madonna collaborated with Stephen Nilsen, who had previously produced fragrances for designers like Tommy Hilfiger, Donna Karan and Tom Ford.

Also included was a vase of yellow waterlillies, a gold box, a blindfold designed by French painter Kiki de Montparnasse, and a small vial of the scent.

[4] In order to deliver the perfume to beauty editors for review, Madonna hired two handsome male models; one dressed in white and the other in black.

Gregory DelliCarpini Jr. from Billboard magazine believed Madonna to be fully aware that sexual imagery was still in demand, hence she hired the male models.

The writer continued: "[She] is looking every inch the Hollywood glamazon, topless except for striking lipstick and her trademark crucifix, plus a mass of blonde waves.

The product is sold through Nordstrom, ASOS.com and Macy’s in the United States, Selfridges in the UK and Hudson's Bay and Little Burgundy Stores in Canada.