Swarovski to enter beauty market under new long-term agreement with Coty

Coty has signed a new long-term licensing agreement to develop, produce, and distribute a "new vision of fragrances" with world-renowned crystal house Swarovski.

The agreement reflects a mutual focus on creativity and innovation, whilst reinforcing Coty’s reputation as the "go-to" partner for brands looking to create or elevate their beauty portfolios.

It comes as the company continues to elevate and diversify its portfolio, continuing to launch new products, brands, and innovations.

Jean Holtzmann, Chief Brands Officer of Prestige at Coty, said: "We are delighted to announce our new, long-term partnership with Swarovski to develop and bring to market exciting new fragrance and beauty ranges.

"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.

"We are excited to start working with Swarovski to develop truly brilliant beauty offerings that will inspire elegance and express individuality."

Swarovski is represented in more than 140 countries worldwide, with 2,300 boutiques complemented by selected multi-brand partners.

Its new partnership with Coty will allow Swarovski to enhance its brand presence and visibility in the beauty market and diversify its product offering, "creating luxurious products that celebrate individuality".

Michele Molon, Chief Commercial Officer at Swarovski, said: "This partnership allows us to bring Swarovski’s unique positioning of Pop Luxury – a luxury that is creative, fun, colourful and joyfully extravagant – to the world of beauty whilst leveraging Coty's extensive industry expertise.

"Together, we will create beautiful and luxurious beauty and fragrance products that reflect our shared commitment to quality and innovation. We look forward to the endless possibilities this partnership will bring."

The first offering under the new agreement is expected to launch in 2026.