Swarovski is entering the fragrance market.
The Austrian-based company has inked a long-term licensing beauty deal with Coty Inc., the owner of Covergirl, Lancaster and more, to develop, produce and distribute fragrances.
The partnership enables Swarovski to enhance its brand presence and visibility in the beauty market and diversify its product offerings, according to a statement. It has a presence in more than 140 countries worldwide, with 2,300 Swarovski boutiques.
“Partnering with Coty is a significant step for Swarovski as we continue to expand our brand into new product categories,” Michele Molon, Swarovski chief commercial officer, said. “This partnership allows us to bring Swarovski’s unique positioning of Pop Luxury — a luxury that is creative, fun, colorful and joyfully extravagant — to the world of beauty and fragrances whilst leveraging Coty’s extensive industry expertise. Together, we will create beautiful and luxurious products that reflect our shared commitment to quality and innovation.”
Coty has signed a flurry of fragrance deals over the past couple of years as the category continues to deliver results for the company. In the first quarter of its fiscal 2025, prestige net revenues increased 5 percent, driven by growth in the underlying fragrance category.
In mass, it renewed licensing deals with Mexx and Bruno Banani and signed a new long-term license agreement with German television presenter, model and entrepreneur Lena Gercke, who has her own fashion brand, LeGer.
In prestige, Coty is launching a beauty line with Italian fashion house Marni, beginning with fragrances in 2026.
It also secured another Italian fashion brand in its portfolio by partnering with Etro. The companies have signed an agreement for the production and distribution of Etro fragrance lines and home scent collections beyond 2040 and will explore new categories for further growth.
Jean Holtzmann, Coty chief brands officer, prestige, said: “Renowned for its cutting-edge technology and unparalleled artistry, Swarovski has garnered significant recognition among global consumers, making it an ideal fit for a worldwide rollout across key markets such as [Europe, Middle East and Africa], the Americas and Asia. This licensing agreement aligns with Coty’s successful strategy of focusing on licenses with multicategory potential.”
The first offering under this licensing agreement with Swarovski is anticipated to launch in 2026.
