What you wear proclaims who you are, but sometimes, the most captivating details are unspoken. A hint of citrus that echoes the freshness of a crisp white blouse, the warmth of vanilla that complements the sensuality of a sleek black dress—fragrance adds the finishing touch, the secret weapon in every fashionista’s arsenal. Providing a wardrobe of scents for every mood is Coty Inc., the beauty giant which is behind some of the most distinctive perfumes for Burberry, Calvin Klein, Chloé, Gucci, Hugo Boss, Marc Jacobs, and more.

Founded by French perfumer and marketing genius François Coty in 1904—at a time when fragrances were considered high-end luxury elixirs for the wealthy elite—the company disrupted the industry by making perfume accessible to the masses, and introduced new accords and innovative fragrance profiles. Some of his iconic creations include Chypre de Coty (1917), Ambre Antique de Coty (1913), and La Rose Jacqueminot (1904) which was considered ahead of its time for mixing natural rose essences with synthetic molecules to replicate the scent of a rose that never fades.

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His passion for beauty and innovation, combined with his attention to detail, continues to define Coty’s approach to beauty today. “Since its founding, Coty has understood that beauty is not a commodity but a work of art, a sensory catalyst with the power to conjure memories and elicit intense emotions,” says Kristina Strunz, managing director of Coty Southeast Asia and India. “As a global leader in beauty, we continue to be inspired by Coty’s legacy, anchored by our mission to unleash every vision of beauty, powered by scientific expertise, disruptive innovation, and a commitment to sustainability. ”In her two decades working at some of the world’s leading beauty companies, Strunz has had a front-row seat to the way the industry has evolved. “You can only imagine the changes the beauty industry has gone through in this time!” she remarks. 

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She shares that demand for fragrances shows no signs of slowing down, but it is moving in a new direction towards personalised luxury. According to the company’s “fragrance index”—which measures how perfume sales rise during economic downturns—net revenues for prestige fragrances have grown by 12 per cent like-for-like (i.e. the growth in sales as recorded by the same number of stores a year ago) in the third quarter this year. This is fuelled in part by new launches such as Burberry Goddess and Marc Jacobs Daisy Wild. E-commerce sales were even better; with double-digit growth in prestige perfumes and over 30 per cent growth in consumer beauty (cosmetics and skincare). Together, they fuel 50 per cent of the company’s global sales growth.

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WHAT GEN Z WANTS

The needs of younger consumers are also driving the evolution of the beauty industry. Coty conducted an in-depth study with research firm Kantar, which found that Gen Zs value brands that align with their beliefs in inclusivity and holistic wellness. Beyond that, they seek out unique, exclusive, and artisanal experiences that are authentic and offer a deeper personal connection. Coty caters to this with premium fragrances designed for layering or mixing and matching, such as the Chloé Atelier des Fleurs and Gucci’s The Alchemist's Garden collections. “Younger consumers, particularly Gen Zs, are increasingly gravitating towards fragrances as a means of self-expression. They love experimenting and layering different fragrances to create unique scent combinations,” says Strunz.

Priding itself as a multinational and multicultural company, Coty is also committed to promoting inclusivity. Campaigns feature diverse faces representing a spectrum of ethnicities, body types, and beauty ideals. “Coty’s mission is to unleash every vision of beauty, recognising that beauty is subjective and personal. Empowering authenticity and self-expression is part and parcel of everything we do, from our brands to the products we craft and the experiences we create,” she emphasises.

This philosophy underpins the company’s approach to ensuring products and campaigns remain inclusive and representative of diverse beauty ideals. For example, Kylie Cosmetics offers a full range of shades to cater to diverse skin tones, allowing everyone to find their perfect match regardless of their skin colour or ethnicity.

THE FUTURE OF FRAGRANCE

Coty’s dedication to addressing evolving consumer needs in exciting, avant-garde, and sustainable ways drives its innovation. This year, the company intends to rewrite the future of fragrance with Infiniment Coty Paris, its most ambitious project yet, which will be heading to Asia soon. Not just a new scent, it is a multi-sensory experience that embodies Coty’s philosophy of fusing art with science, and powering beauty with cutting-edge innovation.

Each of the fourteen fragrances boasts a minimalist approach, blending pure oils with up to 20 per cent concentration. Sustainable elements like carbon-captured alcohol and pure water underscore Coty’s commitment to the environment, while an innovative “Molecular Aura” technology enhances fragrance longevity. The beautiful bottles, topped with giant spherical caps, are designed to become stackable canvases for artistic expression—inviting consumers on a dynamic journey of emotion and creation.

“Just as Coty invented modern perfumery at the beginning of last century, Infiniment Coty Paris now defines perfumery of the 21st century,” says Strunz. “This launch represents a huge opportunity for Coty in Southeast Asia and India, where Asian consumers have a growing passion for perfumery and a heightened appreciation for the art and craftsmanship behind each scent, along with a strong awareness of sustainable beauty products.

“As we write the next chapter, we reaffirm our commitment to ‘the beauty of a vision’ while continuing to pursue and unleash all visions of beauty,” adds Strunz. “This means continuously innovating and evolving our brands to stay ahead of consumer trends and preferences while maintaining our core values and heritage.”