Kering and L’Oréal have announced a landmark €4 billion partnership that will redefine luxury beauty and wellness. The deal includes L’Oréal’s acquisition of The House of Creed and long-term beauty and fragrance licenses for Kering’s major brands—Gucci, Bottega Veneta, and Balenciaga.
Creed, known for its heritage perfumes, will join L’Oréal Luxe, expanding its global presence. The 50-year exclusive licenses will take effect after existing agreements end, with L’Oréal paying royalties to Kering.
The alliance also includes a 50/50 joint venture exploring opportunities in luxury wellness and longevity, blending L’Oréal’s innovation with Kering’s luxury expertise. The transaction, expected to close in the first half of 2026 pending approvals, marks a major step in strengthening both companies’ positions in the global luxury beauty market.