Kering and L’Oréal have officially announced the signing of an exclusive 50-year global license for Gucci fragrances and beauty products. Originally expected to take effect in 2028, the agreement will now take effect on July 1, 2027, following the early termination of the agreement that had previously bound Gucci to Coty.
Kering announced that Gucci and L’Oréal have entered into an exclusive 50-year licensing agreement for the creation, development, and distribution of the Italian fashion house’s fragrances and beauty products. Originally scheduled to take effect after the expiration of Gucci’s contract with Coty in 2028, this new license will now take effect on July 1, 2027.
An accelerated transition for Gucci Beauty
This development follows the decision by Gucci and Coty to move up the termination of their beauty licensing agreement by one year; the agreement was originally set to expire on June 30, 2028. Until the new agreement takes effect, Kering and L’Oréal have indicated that they will work together to ensure a smooth transition and guarantee the continuity of Gucci Beauty’s operations.
The strategic alliance between Kering and L’Oréal in the beauty and wellness sectors was announced in October 2025 and finalized in March 2026 following approval from competition authorities. This transaction included, in particular, L’Oréal’s acquisition of Kering Beauté, as well as the granting of long-term licenses for several of the luxury group’s brands.
In addition to Gucci, L’Oréal also secured exclusive fifty-year licenses to develop the fragrance and beauty businesses of the Bottega Veneta and Balenciaga houses.
Leveraging the complementary strengths of the two groups
For Kering, this partnership is expected to combine Gucci’s international reputation and creative identity with L’Oréal’s expertise in research, innovation, and the global distribution of beauty products.
Kering’s CEO, Luca de Meo, believes that accelerating this timeline will allow both partners to more quickly embark on a new chapter for Gucci Beauty: “The agreement announced today creates value for each of the parties—whether it’s Gucci, L’Oréal, or Coty. It accelerates the transition and allows Gucci and L’Oréal to prepare, a year ahead of schedule, for the new chapter of Gucci Beauty. By bringing together two leading global players in luxury and beauty, we are creating the conditions to sustainably strengthen Gucci’s reach, influence, and desirability across all generations and in all regions of the world,” he said.
For his part, Cyril Chapuy, President of L’Oréal Luxe, said: “Welcoming Gucci Beauty into L’Oréal Luxe is an honor and a perfect strategic fit. Gucci is an iconic house and a major cultural force that has rewritten the rules of modern luxury by combining a rich heritage with a unique and pioneering vision of fashion. The arrival of this iconic brand brings a unique and highly complementary creative energy to our portfolio. By merging Gucci’s radical boldness with our global reach, we are laying the foundation for a brand poised to generate several billion euros in revenue.”
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