L’Oréal closes Kering Beauté deal
L’Oréal completed its $4.6 billion acquisition of Kering Beauté, taking long‑term control of prestige houses (including Creed) and a 50‑year licensing partnership that pivots the group toward luxury, wellness and circular packaging. The move locks in scale for sustainable-luxe product launches and opens creator-facing opportunities around refill systems and experience-driven storytelling. (businessoffashion.com)
The transaction was formalized on March 31, 2026, with L’Oréal’s group press release referencing the original terms announced on October 19, 2025. (loreal.com) L’Oréal will enter 50‑year exclusive beauty and fragrance licences for Bottega Veneta and Balenciaga effective at closing, while the 50‑year Gucci licence is set to commence only after the expiry of the current Coty agreement. (kering.com) The deal framework includes royalty payments from L’Oréal to Kering and establishes a strategic committee to coordinate brand activity across the partnership. (kering.com) Kering and L’Oréal also plan a planned 50/50 joint venture to develop wellness and longevity initiatives that combine L’Oréal’s R&D with Kering’s luxury client insight. (kering.com) L’Oréal launched its global #JoinTheRefillMovement campaign on June 13, 2025, a multi‑brand, multi‑category activation that ran across Lancôme, Armani Beauty, Yves Saint Laurent Beauty, Prada Beauty, Kérastase and La Roche‑Posay among others. (loreal.com) Product‑level refill metrics already public include Redken’s refill pouches claiming 68% less plastic per milliliter and L’Oréal materials citing 60–82% plastic savings per refill format. (redken.com) Nicolas Hieronimus and Cyril Chapuy framed the agreement as a step to reinforce L’Oréal Luxe’s leadership and long‑term development potential, while Kering CEO Luca de Meo described the partnership as a “decisive step” for Kering’s houses. (loreal.com)
