A new world order in beauty: L’Oréal takes the reins of Kering Beauté

In a move that reads like the merger of haute couture and olfactory obsession, L’Oréal has officially folded Kering Beauté into its empire. The deal brings the House of Creed, a stalwart of luxury fragrance, under its wing, along with fifty-year exclusive licenses for Bottega Veneta and Balenciaga beauty lines. Essentially, L’Oréal is not just acquiring brands — it’s staking its claim over decades of aspirational beauty.

The acquisition, finalized on 31 March, marks the next chapter in L’Oréal Luxe’s playbook — a blend of daring creativity and meticulous craftsmanship. For anyone who tracks beauty beyond Instagram reels and mall counters, it is the moment when perfume, makeup, and high fashion truly intertwine.

“By bringing these iconic houses into our portfolio, we are uniting around the very essence of luxury,” says Cyril Chapuy, president of L’Oréal Luxe, underscoring the company’s mission to make these brands the ultimate destinations for indulgent, aspirational beauty experiences.

On the Kering side, CEO Luca de Meo frames the alliance as an acceleration of potential, a way to amplify the creativity, desirability, and heritage of these storied houses.

“By leveraging L’Oréal’s unmatched expertise in the beauty sector, we are opening a new phase of acceleration for the development of fragrances and cosmetics for our Houses, among the most iconic in the world. This long-term partnership will enable us to fully realize their potential in this category and support their development, drawing on the creativity, desirability, and excellence that set them apart.” de Meo said.

The deal promises more than cosmetics — it’s about shaping cultural currency in fragrance and beauty, a category where storytelling is as important as the product itself.

For the consumer, this means expect new launches that blend technical innovation with artistry, from scented statements to makeup collections that feel like couture. It’s also a clear signal that the luxury beauty landscape is now more integrated, digitally savvy, and narrative-driven than ever.

In the Philippines, this acquisition won’t just hit counters; it sets the stage for high-end consumers to access world-class fragrances and cosmetics that once felt distant or exclusive. L’Oréal’s reach, from Sephora shelves to digital boutiques, ensures that these luxury experiences are not just aspirational — they’re attainable.