Smelling like Britney Spears appeals to some. As Curious as it may seem, it’s not a Fantasy. Celebrity perfumes and celebrity-endorsed perfumes now claim 23% of the top fragrances in the market. With signature scents from JLo and Paris Hilton, Danielle Steel and Elizabeth Taylor (who started it all), there is no lack of famous fragrance.

But some experts are already warning that the market for celebrity scents is nearing its saturation point as more and more celebrities lend their names to perfumes. Celebrity fragrances can bring in profits from sales to younger consumers but the lifespans of new perfumes are shortening. One assumes they would wane even faster than the popularity of the celebrity involved.

Hopefully, this means that someday, no one will have to endure the stench of Paris as she sizzles.