Reb'l Fleur is the first fragrance for women endorsed by Barbadian recording artist Rihanna. The fragrance was promoted with the accompanying tagline "Bad feels so good". Reb'l Fleur was released in the United States on January 25, 2011, and in the United Kingdom on August 19, 2011.

In 2009, Jay-Z signed a deal with Parlux Fragrances that involved launching scents for Kanye West and Rihanna. In reference to the deal, Jay-z stated "We are excited for the opportunity to partner with Parlux and their management team in the launch of these dynamic new brands".

The perfume was officially released in the U.S. on January 25, 2011. It was exclusively released at Macy's Department Stores.

The official promotional and interactive video for Reb'l Fleur was directed by Anthony Mandler and released on February 11, 2011. The commercial features Rihanna talking a walk through a garden maze and interacting with a "tuxedo-clad seducer." James Dinh from MTV reacted positively to the commercial, which had a duration of two minutes, lauding Rihanna for "creating an ultra-sexy and sleek atmosphere". The British daily newspaper Metro felt the ad showcased Rihanna "showing off both her saucy and innocent sides."