L’Oréal invests in high-end perfumery with Amouage

L’Oréal announces the acquisition of a minority stake in the luxury perfume house Amouage. This strategic move confirms the French giant’s ambitions in the ultra-premium market.

International expansion for Amouage

Since its creation in 1983 by the Albusaidi family, Amouage has become a benchmark in luxury perfumery. Its secret? Rare raw materials, an olfactory identity inspired by Arab culture and a meticulous marketing strategy. With sales expected to reach $210 million by 2023, the brand is experiencing dazzling growth, doubling its sales in three years.

To accelerate its expansion, Amouage is counting on a stronger global presence. After opening a flagship store in the United States in February 2024, the brand inaugurated a boutique in Shanghai last December, an immersive space where the design evokes the marine world. A daring concept in line with an innovative retail approach.

L’Oréal bets on luxury

With this minority stake, L’Oréal intends to capitalize on the boom in the high-end perfume market. Nicolas Hieronimus, the group’s CEO, welcomed the addition of Amouage to its portfolio: “We are honored to join the Amouage adventure, a brand that embodies excellence in craftsmanship and cultural authenticity.”

This partial takeover is part of a global diversification strategy. In parallel, L’Oréal also announced a partnership with Jacquemus, aimed at strengthening the French designer’s presence in the beauty world.

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