L’Oréal announces 50-year worldwide beauty partnership with Gucci

L’Oréal has announced a 50-year exclusive worldwide beauty licence with Kering for the Gucci brand, marking a major new chapter for one of luxury’s most influential fashion houses.

The agreement covers the creation, development and distribution of fragrance and beauty products under the Gucci name. Subject to regulatory approvals, the new licence is expected to come into effect on 1 July 2027, when L’Oréal will assume responsibility for the development and management of Gucci Beauty activities worldwide.

The announcement follows Kering’s decision to accelerate the transition of Gucci Beauty from Coty, whose existing licence was previously due to expire on 30 June 2028. Gucci and Coty have agreed to bring forward the redemption date by one year, allowing Gucci and L’Oréal to begin shaping the next phase of Gucci Beauty earlier than initially planned.

Until the new licence takes effect, Kering and L’Oréal will work together under a specific transition framework designed to maintain business continuity and support the continued performance of Gucci Beauty.

The agreement forms part of the wider Beauty and Wellness alliance between Kering and L’Oréal, first announced in October 2025. That alliance also included L’Oréal’s acquisition of Kering Beauté, including the House of Creed, alongside long-term beauty licences for Kering fashion houses.

For Gucci, the partnership is designed to combine the House’s global desirability, fashion authority and creative vision with L’Oréal’s expertise in beauty, innovation, product development and international distribution. The companies said the agreement aims to unlock long-term growth opportunities across fragrance and beauty while strengthening Gucci’s brand equity worldwide.

“I am truly excited by the opportunity to welcome Gucci Beauty within the L’Oreal roster of brands with one year anticipation,” said Nicolas Hieronimus, CEO of L'Oréal. “It is the start of a 50-year journey, a significant additional growth engine for L’Oreal and new milestone in our partnership with KERING.”

“Welcoming Gucci Beauty into L’Oréal Luxe is an honor and a perfect strategic fit. Gucci is a cultural powerhouse that has rewritten the rules of modern luxury with its mix of rich heritage and its highly singular, fashion-forward vision,”said Cyril Chapuy, President, L’Oréal Luxe. “The arrival of this iconic brand adds a unique, highly complementary creative energy to our portfolio. By fusing Gucci’s radical edge with our world-class engine, we are set to build a new multi-billion-euro house."

This move places the Gucci Beauty within the L’Oréal Luxe portfolio and gives L’Oréal the opportunity to build the brand’s fragrance, makeup and beauty potential at global scale.