Coty has signed a long-term agreement to oversee Swarovski in its re-entry into the fragrance market, aiming to elevate its portfolio with innovative luxury offerings. The first fragrance from this collaboration is expected in 2026, targeting key markets in EMEA, the Americas, and Asia.

Jean Holtzmann, Coty’s Chief Brands Officer Prestige, emphasized the partnership’s alignment with Coty’s strategy of pursuing multi-category potential licenses. Swarovski, known for its crystal jewelry, initially ventured into perfumes with the Aura collection in 2010, followed by Aura Love in 2012.

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Jean Holtzmann, Coty Chief Brands Officer Prestige (left) & Michele Molon, Swarovski Chief Commercial Officer (right).

Swarovski’s Chief Commercial Officer Michele Molon called the deal a “significant step,” blending Swarovski’s “Pop Luxury” ethos with Coty’s fragrance expertise.

Coty has been actively expanding its prestige fragrance portfolio, signing deals with Italian brand Marni and luxury house Etro, while renewing long-term licenses with Mexx and Bruno Banani. Its Prestige Fragrance category, which includes brands like Marc Jacobs and Burberry, drove a 6% growth in Q1 2025, contributing to $1.67 billion in net revenue and a $79.6 million profit.