On December 5, jewelry brand Swarovski announced signing a long-term beauty license agreement with Coty, one of the world’s leading beauty companies. Through this agreement, Swarovski will leverage Coty’s expertise to enter the fragrance market.
Global Expansion Through Partnership with Coty
Swarovski aims to strengthen its presence in key markets, including Europe, the Middle East, the Americas, and Asia, by launching its first collaborative product with Coty, set to debut in 2026. The company is focused on delivering its unique brand value of “Pop Luxury” to consumers worldwide.
Michele Molon, Swarovski’s Chief Commercial Officer, commented in a statement:
“Partnering with Coty is a significant step for Swarovski as we continue to expand our brand into new product categories. 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.” Molon also emphasized that by utilizing Coty’s industry expertise, the two companies will create beautiful and luxurious products that reflect our shared commitment to quality and innovation.
Jean Holtzmann, Coty’s Chief Brands Officer for Prestige, also expressed confidence in the partnership, stating: “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 EMEA, the Americas, and Asia. This licensing agreement aligns with Coty’s successful strategy of focusing on licenses with multi-category potential. We are excited to start working with Swarovski to develop truly brilliant beauty offerings that will inspire elegance and express individuality.”
Founded in Austria in 1895, Swarovski has grown into a global brand with a presence in over 140 countries. Known for its dazzling crystals, jewelry, and home décor, the company has earned widespread acclaim for its glamorous and sophisticated designs.
On the other hand, Coty, established in France in 1904, is a leading player in the beauty industry, operating in more than 125 countries and territories. This collaboration is expected to further enhance Swarovski’s brand value while introducing new trends to the beauty market.
Accelerated Entry into the Fragrance Market
In recent years, there has been a growing trend of fashion and jewelry brands entering the fragrance market. In July this year, Shiseido and Max Mara announced a long-term partnership for the fragrance business, with Shiseido securing a global exclusive license to develop, produce, and market Max Mara’s fragrance products.
Similarly, Swedish fashion brand Acne Studios launched its first-ever fragrance in April this year, marking another notable entry into the fragrance industry.