Beauty conglomerate Coty and crystal jewellery brand Swarovski have signed a long-term agreement to license, develop, produce and distribute the jewellery house’s fragrance division.
“We are delighted to announce our new, long-term partnership with Swarovski to develop and bring exciting new fragrance and beauty ranges to market,” said Jean Holtzmann, Coty’s chief prestige brands officer, in a press release.
Swarovksi first launched into fragrance in 2010 with the debut of its ‘Aura’ collection in collaboration with Clarins Fragrance Group. This was followed up by the ‘Aura Love’ collection in 2013, but the line has since been discontinued due to the license agreement ending in 2015.
Now, Swarovski is ready to make a splash in the lucrative fragrance space, which is only anticipated to grow. Management consulting firm Mckinsey has forecasted the global fragrance market to hit $106 billion by 2028.
The partnership will enhance Swarovski’s brand presence and visibility while diversifying its product offering in the beauty market. The first fragrance under Coty is set to launch in 2026. “This partnership allows us to bring Swarovski’s unique positioning of ‘pop luxury’ — a luxury that is creative, fun and joyfully extravagant — to the world of beauty and fragrances while leveraging Coty’s extensive industry expertise,” said Swarovski chief commercial officer Michele Molon.
For Coty, it illustrates the conglomerate’s continued investment in strengthening its beauty and fragrance portfolio, which has continued to drive growth for the company. Based on its first-quarter fiscal 2025 results, net revenues for Coty’s prestige brands increased 5 per cent, led by fragrance. The company has secured a slew of fragrance and beauty licenses over the last few years, including Kylie Cosmetics and Hugo Boss. Last year, Coty expanded its license partnership with Marc Jacobs, which is set to debut beauty in 2025. In February, the beauty group announced its agreement with Italian luxury house Marni to develop, produce and distribute beauty and fragrance, launching in 2026.
“Swarovski has garnered significant recognition among global consumers, making it an ideal fit for a worldwide rollout across key markets such as EMEA (Europe, the Middle East and Africa), the Americas and Asia,” said Holtzmann. “This 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.”
This article has since been updated.
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