THE WHAT? Coty has announced that it has signed a new agreement with Etro to produce and distribute its signature fragrance lines and home scent collections beyond 2040. The US beauty behemoth will work with the Italian fashion label to explore new categories and grow the brand’s beauty portfolio.

THE DETAILS Under the terms of the deal, Coty will take on the development, production, and distribution of all Etro perfumes and fragrances.

The partnership will cement Etro’s position across established markets and categories, while actively driving expansion into new opportunities and segments by leveraging Coty’s expertise and global distribution footprint.

THE WHY? Sue Nabi, Coty’s CEO, reveals, “We are delighted to announce our new alliance with Etro, an Italian luxury fashion house that is renowned for its timeless designs and relentless focus on quality. Etro is an iconic brand with a long-standing heritage of excellence that is reflected across every facet of its business. This agreement further underscores Coty’s focus on fashion driven licenses with significant multi category potential which resonate with consumers in our key markets. We are excited to collaborate with Etro, building on the brand’s existing beauty offering and bringing its unique brand identity to life through new categories and launches.”