Tuvaché's fragrance, Laughter, was originally launched by Germaine Monteil in 1940. This fragrance became part of Tuvaché's lineup following significant corporate transitions. After the deaths of Tuvaché's founders, Bernadine and her husband, the company merged into Germaine Monteil, leading to the rebranding of Laughter under the Tuvaché name.
In 1967, the British-American Tobacco Company, LTD acquired several prestigious names, including Yardley of London, Morny, Scandia, Germaine Monteil, and Tuvaché, for $60 million. These brands were integrated into a subsidiary, British American Cosmetics (BAC), which operated in over 140 countries with local manufacturing in 34 countries. This acquisition aimed to enhance the global presence of these renowned beauty brands.
By 1979, Beecham Cosmetics acquired Jovan, Yardley of London, Vitabath, and other lesser-known brands such as Lentheric and Tuvaché. Despite these ownership changes, Tuvaché's fragrances continued to be marketed under the Germaine Monteil umbrella.
By 1984, the perfume Laughter was managed under the Beecham name, though it remained part of the Yardley of London parent company. Eventually, in 1989, Tuvaché was sold to the Jovan division of Coty.
