Once upon a time, a quick, sure-fire way to make a few bucks was to slap a celebrity's name on a bottle of perfume. Justin Bieber, One Direction, Lady Gaga, Beyonce, Nicki Minaj—they've all done it and it's all paid off... up until now.

Fortune is reporting that the trend is now on the decline: More Americans are now opting out of purchasing celebrity fragrances. Sales for the fragrance companies who make the perfumes are down, including Elizabeth Arden (who's behind Britney Spears and Bieber's fragrances) and Coty (the company behind Bey and Gaga's scents). 

Coty admits that celebrity fragrances are a risky business, due to the fact that "there can be no assurance that these celebrity licensors will maintain the appropriate celebrity status or positive association among the consumer public."

Mass fragrance sales, including celebrity perfumes, have dropped by half since 2000.