Rumors ran rampant this summer about an impending Lady Gaga fragrance deal with Coty Inc. Back in July, a Coty representative told WWD the rumors were completely false, and that he had heard “nothing of this project.” Well, surprise surprise. This week WWD reported that the world’s no. 1 pop star has in fact signed a deal with Coty to create a line of signature Lady Gaga fragrances.

Celebrities often venture into the fragrance and beauty industry in the hopes of creating a product their image can sell. It has proven to be a lucrative move for stars looking to take full advantage of their selling power.

If you’ve ever wondered why it seems that every singer or actress seems to be pushing a perfume lately, it’s because of the high margins. Celebrities can get paid an upfront of anywhere from $2 million to $5 million. If the fragrance does well? Annual revenue can be as high as $100 million a year, with very little effort in terms of promotions or marketing. Where do we sign up?