Coty has laid out a target for portfolio growth through 2028, signalling a recalibration toward higher-margin prestige labels as the mass market compresses.
The move tracks a wider drift across beauty, where consumers are trading down in discretionary retail but trading up where a product, and its packaging, carries status.
The company’s hand will be tested across a portfolio that spans celebrity-driven names and heritage houses, each needing a different route to that coveted premium shelf.
The plan hinges on pushing weight into fragrance, long the company’s most reliable engine, and away from categories where discounting has eroded pricing power.
