Kering and L’Oréal Sign a 50-Year Beauty License Agreement for Gucci

Kering, Gucci, and L’Oréal have entered into an exclusive 50-year beauty licensing agreement. The partnership is expected to take effect in mid-2027, subject to customary regulatory approvals and the early termination of the existing licensing agreement between Gucci and Coty.

Originally, the beauty license with Coty was set to run through June 30, 2028. Gucci and Coty have now agreed to move up the buyback date by one year. This will allow the new partnership with L’Oréal to begin sooner.

The agreement builds on the beauty and wellness alliance between Kering and L’Oréal announced in October 2025. For Gucci, it marks a long-term restructuring of its beauty business. L’Oréal brings its international expertise in fragrance, cosmetics, innovation, and distribution; Gucci contributes brand strength, creative direction, and global appeal.

The goal of the partnership is to further tap into Gucci’s growth potential in the beauty segment. In addition to driving business growth, the collaboration is also intended to strengthen Gucci’s brand perception internationally. This will further integrate beauty into the brand’s fashion and luxury world.

For Kering, this move is part of a broader strategic shift. In recent years, the group had begun to position beauty more strongly as a pillar of its own growth. With the long-term Gucci license granted to L’Oréal, this approach is now being extended to the group’s most important brand.

The 50-year term shows that this is not a short-term licensing decision, but rather a strategic shift. In the future, Gucci Beauty is expected to benefit more from L’Oréal’s global reach and product expertise, while Kering will be able to manage the Gucci brand more consistently across fashion, leather goods, jewelry, beauty, and lifestyle.

Luca de Meo, CEO of Kering, stated: 

“Today’s agreement creates value for Gucci, L’Oréal, and Coty alike. It accelerates the transition, enabling Gucci and L’Oréal to begin shaping the next chapter of Gucci Beauty a year earlier than planned. By bringing together two global leaders in luxury and beauty, we are creating the conditions to strengthen Gucci’s reach, influence, and desirability across generations and geographies.”