L'Oréal Completes Acquisition of Kering Beauté – Creed Changes Hands
The cosmetics group L’Oréal has now officially completed the acquisition of Kering Beauté, including the luxury brand Creed, worth around four billion euros.
L’Oréal has completed the acquisition of Kering Beauté. As the French cosmetics group announced jointly with the luxury goods house Kering, the transaction was closed on 31 March 2026. With the deal, valued at around four billion euros, the perfume house Creed also passes to L’Oréal – one of the most renowned names in international luxury perfumery.
The acquisition is part of a broader strategic alliance between the two groups. Under the agreement, L’Oréal receives exclusive fifty-year licences for the development and distribution of fragrances and beauty products under the Bottega Veneta and Balenciaga brands. A corresponding licence is planned for the Gucci brand, but it will only take effect after the existing contract with Coty expires.
Creed strengthens the luxury division
With Creed, L’Oréal’s luxury division gains a house rich in tradition whose fragrances are positioned in the high-price segment. The integration fits into a series of acquisitions with which the group is broadening its portfolio in the fast-growing fragrance market. Perfume is currently regarded as the fastest-growing product category in the beauty industry.
Beyond the beauty business, L’Oréal and Kering intend to continue their collaboration and are examining joint projects in the fields of wellness and longevity. Industry observers regard the completion as one of the most significant consolidation moves in the luxury fragrance segment in recent years.