The burlesque dancer, who was previously married to Marilyn Manson, wore a stunning green dress to show off her self-named fragrance at Liberty London today (May 1).
The perfume, which comes in a '30s style black glass bottle, is described as embodying Von Teese's "dream of glamour, mystery and beauty".
"Perfume is a tool for a woman to become every woman she ever wanted to be," The Mirror quotes her as saying. "I wore the same perfume for about 20 years, when I actually had an interesting experience.
"I was walking down the street in Paris with my boyfriend, who I'd been dating for two weeks, when he asked me what perfume I wear. When I told him the name of the fragrance he kind of hesitated and revealed that this was also his mother's perfume."
She continued: "This really got me, because I really didn't want him to associate my smell with his mother, but on the other hand this perfume was perfect and iconic for me, it fit me perfectly and it was mysterious and unknown to everyone I met until that day.
"I started hunting for other fragrances that could replace it and there were some which I really liked, but none of them felt like the real me and fit me. So, I decided to create my own scent and this was a dream come true."
Taking to Twitter after the event, Von Teese wrote: "Thank you to everyone that came out to see me @LibertyLondon, so many glamour girls! I have the chicest fans, I'm so proud!!!"
Von Teese told Digital Spy in December last year that she doesn't care about how her products are received, saying: "Things that are acceptable to the masses are generally mediocre, in my opinion."