L’Oréal targets 2028 debut for first Gucci beauty products under new licensing agreement

FRANCE – L’Oréal expects to introduce its first Gucci beauty products as early as 2028, marking the next phase of its long-term partnership with luxury fashion group Kering following the acquisition of the brand’s beauty licence.

Speaking about the company’s plans, L’Oréal Chief Executive Officer Nicolas Hieronimus said he was “super ambitious” about Gucci’s future in the beauty category, noting that the luxury brand is also showing encouraging signs of recovery in its core fashion and leather goods business.

L’Oréal is scheduled to assume responsibility for developing, manufacturing and marketing Gucci’s beauty products in mid-2027, taking over the licence from Coty under a €4 billion (US$4.61bn) agreement signed with Kering late last year.

The deal significantly strengthens L’Oréal’s luxury beauty portfolio, adding one of the world’s most recognizable fashion houses to a portfolio that already includes several premium fragrance, skincare and cosmetics brands.

Although product details have not yet been disclosed, the first Gucci beauty launches are expected to include fragrances, cosmetics and other prestige beauty products developed under L’Oréal’s global research, innovation and manufacturing capabilities.

The transition is being closely watched across the beauty and packaging industries, where luxury brands increasingly rely on distinctive packaging design, premium materials and refillable formats to differentiate products and meet rising consumer expectations for sustainability.

Luxury beauty remains one of the fastest-growing segments of the global cosmetics market, driven by rising disposable incomes, premiumization trends and growing demand in Asia, the Middle East and other emerging markets.

For brand owners, beauty licensing agreements provide an opportunity to extend fashion labels into high-margin categories while strengthening consumer engagement.

The Gucci licence also reflects continued competition among the world’s leading beauty companies to secure exclusive partnerships with luxury fashion brands.

Licensing agreements have become an important growth strategy, allowing beauty manufacturers to leverage established global brand equity while investing in product innovation, marketing and premium packaging.

For the packaging industry, new luxury beauty launches typically create demand for advanced dispensing systems, premium glass and recyclable plastic packaging, decorative finishes and sustainable refill solutions as brands balance premium aesthetics with evolving environmental commitments.

With the licence transfer set for 2027 and the first commercial launches targeted for 2028, L’Oréal is positioning Gucci Beauty as a key growth platform within its luxury division, reinforcing the company’s strategy of expanding its presence in the global prestige beauty market through iconic fashion partnerships.

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