Coty Inc.
Acquisitions
5
Major Deals Covered
$13.3B
Disclosed Deal Value
Coty's largest disclosed acquisition here is P&G Specialty Beauty for $12.5B in 2016. This page covers 5 major deals from 2010 to 2020, each with its price where disclosed and the reason behind it.
| Company | Year | Price | Purpose |
|---|---|---|---|
| Kylie Cosmetics (51% stake) | 2020 | $600.0M | Coty agreed in November 2019 to buy 51% of Kylie Jenner's beauty business for $600 million, closing in January 2020, to add a social-media-native brand to its prestige portfolio. |
| KKW Beauty (20% stake) | 2020 | $200.0M | Coty paid $200 million for 20% of Kim Kardashian's beauty business to expand its celebrity beauty partnerships. |
| P&G Specialty Beauty | 2016 | $12.5B | Coty combined with Procter & Gamble's specialty beauty business, valued at about $12.5 billion, adding CoverGirl, Max Factor, Wella, and the Gucci and Hugo Boss fragrance licenses. |
| Clairol | 2016 | Undisclosed | Coty Inc. acquired Clairol in 2016. |
| OPI Products | 2010 | Undisclosed | Coty Inc. acquired OPI Products in 2010. |
2020
$600M
Coty agreed in November 2019 to buy 51% of Kylie Jenner's beauty business for $600 million, closing in January 2020, to add a social-media-native brand to its prestige portfolio.
Kylie Cosmetics has expanded from lip kits into makeup and fragrance and is now one of Coty's named core Prestige brands.
Retained as part of the Coty.Curated core portfolio.
2020
$200M
Coty paid $200 million for 20% of Kim Kardashian's beauty business to expand its celebrity beauty partnerships.
A minority investment that gave Coty a role in fragrance and cosmetics development for the brand.
Smaller strategic relevance than Kylie Cosmetics.
2016
$12.5B
Coty combined with Procter & Gamble's specialty beauty business, valued at about $12.5 billion, adding CoverGirl, Max Factor, Wella, and the Gucci and Hugo Boss fragrance licenses.
The deal made Coty one of the world's largest beauty companies but brought integration problems, heavy debt and impairments.
Coty later sold control of Wella and is now reviewing its mass color cosmetics business.
2016
Coty Inc. acquired Clairol in 2016.
2010
Coty Inc. acquired OPI Products in 2010.
Under Coty.Curated, Coty is betting on a smaller set of core prestige franchises: BOSS Bottled Beyond (including a female version in FY2027), Burberry Goddess, Calvin Klein Euphoria Elixirs and CK One, Kylie Cosmetics fragrance and lip lines, and Marc Jacobs Beauty makeup, which moves from online into hundreds of U.S. Sephora stores and travel retail. Etro fragrances are due in the second half of FY2027 and Swarovski in calendar 2027. In Consumer Beauty it is cutting SKUs and launches, focusing on hero products, and scaling adidas fragrances globally.
Coty makes money in two divisions. Prestige ($3.81 billion, 66% of FY2026 sales) develops, manufactures and markets fragrances and cosmetics, mostly under long-term licenses from fashion houses such as Burberry, Hugo Boss, Calvin Klein, Marc Jacobs and Chloé, plus owned or controlled brands such as Kylie Cosmetics; Coty pays the brand owner royalties and keeps the manufacturing, marketing and distribution margin. Consumer Beauty ($2.00 billion, 34%) sells mass color cosmetics (CoverGirl, Rimmel, Max Factor, Sally Hansen), mass fragrance such as adidas, and body care through drugstores, supermarkets and e-commerce. Products reach shoppers via department stores, perfumeries, Sephora and Ulta-type specialty chains, travel retail and online.
In October 2016, Coty acquired 41 beauty brands from Procter & Gamble for $12.5 billion via a Reverse Morris Trust transaction. The deal instantly quadrupled Coty's scale, adding CoverGirl, Max Factor, Clairol, Wella, Hugo Boss, and Gucci licenses to make Coty the #1 fragrance and #3 makeup company globally.
In November 2019, Coty acquired a 51% stake in Kylie Cosmetics for $600 million, partnering with Kylie Jenner to leverage Coty's global manufacturing, omnichannel retail distribution, and regulatory infrastructure to scale the direct-to-consumer brand into a worldwide leader.
In 2020 Coty paid $200 million for a 20% stake in Kim Kardashian's KKW Beauty.
In 2017, Coty acquired the long-term exclusive global license for Burberry Beauty and fragrances for £130 million ($170 million), going on to create blockbuster global fragrance hits including Burberry Hero and Burberry Goddess.
Coty acquired Rimmel London in 1996 from Unilever (establishing its British mass makeup leadership) and acquired French heritage brand Bourjois from Chanel in 2015 for $240 million, adding well-known European mass cosmetic staples to its Consumer Beauty portfolio.
In 2020, Coty sold a 60% majority stake in its professional hair and salon business (Wella, Clairol, OPI, and ghd) to KKR for $2.5 billion in cash, allowing Coty to pay down high-interest debt and refocus 100% of its capital on core Prestige fragrances and Consumer Beauty.
Coty evaluates license opportunities based on luxury brand prestige, global cultural appeal, multi-category expansion potential (fragrance, makeup, skincare), and geographic resonance in high-growth markets like the US, China, and Travel Retail.
Yes. Coty sold its remaining Wella stake for $750 million in December 2025, agreed to return the Gucci license to Kering for $400 million in July 2026, and is reviewing its mass color cosmetics and Brazil businesses.
In 2016, Coty executed a massive, highly complex $12.5 billion "Reverse Morris Trust" merger to acquire 41 beauty brands from P&G, including CoverGirl, Clairol, and Max Factor. It was poorly integrated initially, nearly bankrupting Coty.
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