Coty's Q4 2025: Unraveling Contradictions in Prestige Fragrance Growth, Pricing Power, and Consumer Beauty Performance

Prestige fragrance growth, pricing strategies and pricing power, consumer beauty division performance, inventory management and retailer behavior, and prestige fragrance growth and market conditions are the key contradictions discussed in Coty's latest 2025Q4 earnings call.



Financial Performance and Market Challenges:
- Coty's net revenues declined 2% like-for-like and 9% in Q4, reflecting broader challenges in the beauty market.
- The decline was attributed to delayed U.S. execution, retailer inventory buildup, and headwinds from lapping fiscal year 24's blockbuster innovation.

Prestige Fragrance and Consumer Beauty Dynamics:
- Prestige fragrances grew by 2% like-for-like, while Consumer Beauty saw sell-ins and sell-outs both decline by 5%.
- The growth in prestige was impacted by lapping blockbuster launches, a more promotional environment, and headwinds in Prestige Cosmetics, while the decline in Consumer Beauty was due to channel shifts, media investment reallocation, and competitive pressure.

U.S. Market Performance and Strategy Shift:
- The U.S. market, Coty's largest, faced a significant decline with U.S. Prestige beauty market growth at 4% but a mid-single-digit percentage decline in Coty's sales.
- Coty aims to realign investments towards higher ROI opportunities, focusing on the true centers of excellence in prestige and mass fragrances, despite potential short-term Nielsen data impact.

Tariff and Currency Impacts and Mitigation Strategies:
- Coty estimates a $70 million gross tariff headwind in fiscal year 2026, primarily due to a 15% U.S. tariff on European imports affecting Prestige fragrances.
- Mitigation efforts include increased U.S. inventory, price increases, and diversifying supply sources for Chinese components, with plans to transfer fragrance manufacturing to the U.S.

Digital and E-commerce Growth:
- Coty's e-commerce revenues reached $1 billion, reflecting the strength of its omnichannel strategy.
- Growth was driven by the integration of digital and e-commerce teams within local markets and brand organizations, improving channel responsiveness and strengthening Coty's position in the evolving e-retail landscape.