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LVMH 2025 • Perfumes & Cosmetics

craftsmanship . The Maison unveiled two new eaux de

parfum : Colonia Il Profumo and Buongiorno , with the

latter becoming its greatest ever success . Its Art of

Living range was enriched with the La Terrazza Italiana

and Antelao collections . Make Up For Ever broke new

ground with the launch of its Super Boost range , its

innovations for HD Skin and the success of its Artist

Color pencils . Kenzo Parfums expanded its range

with the new Flower and Kenzo Homme Indigo fra -

grances , as well as the relaunch of the unisex L ’ Eau

Pure fragrance , which reflects the Maison ’ s commit -

ment to sustainability . Fresh refocused its strategy on

showcasing its fundamentals , reaffirming the impor -

tance of natural ingredients as nutrients for skin , and

concentrated its initiatives on the United States and

China both key markets for skincare Fenty Beauty

continued its expansion in China and the rollout of its

haircare range Officine Universelle Buly opened

two new stores in Paris and its 21st store in Japan The

Maison unveiled a number of innovations including

new scents for its oils and soaps as well as the Baume

des Muses Métallique an exceptional piece that artfully

combines accessories and cosmetics

2026

OUTLOOK

In 2026 , LVMH ’ s Maisons will

continue to invest in their

strengths , focusing on innovation

and excellence in their products ,

their desirability and a selective

approach to their retail networks .

Parfums Christian Dior will

build on the vibrancy of its

iconic lines , further innovation

for ever more effective products ,

its ongoing quest for excellence

and an increasingly selective retail

approach . The Maison will also

capitalize on close collaboration

with Dior Couture and the arrival

of JW Anderson . Guerlain will

benefit from additions to its

fragrance lines . Parfums Givenchy

will focus on promoting its

iconic L ’ Interdit , Gentleman

and Irresistible lines , and

on accelerating the development

of its niche fragrances in

La Collection Particulière .

A launch in the lip segment

will boost the makeup category .

At Kenzo Parfums the year will

see marketing initiatives focused

on the Maison s iconic lines

in particular Flower by Kenzo

Benefit aims to strengthen

its position in the foundation

category and maintain its global

leadership in brow beauty thanks

to major innovations . Maison

Francis Kurkdjian intends

to consolidate its positioning

in its key markets , and will

continue to support the

cornerstones of its fragrance

wardrobe . Building on the

success of its exhibition in Paris ,

the Maison aims to extend the

exhibition to locations outside

France . Loewe Perfumes

will continue its international

expansion , crafting an ever more

exclusive customer experience .

Acqua di Parma will celebrate

its 110

th

  anniversary with a tribute

to the city of Parma and the launch

of a traveling exhibition . Make

Up For Ever will roll out its new

brand identity to all its customer

touchpoints . Fresh will continue

to showcase its expertise and will

innovate to enhance its iconic

Soy and Kombucha lines .

Fenty   Beauty will celebrate its

ninth   anniversary and consolidate

its positioning Officine

Universelle Buly will build on its

growing international presence

opening new high profile

locations in Europe and Japan

1 . 8 . Parfums Christian Dior

2 . Acqua di Parma

3 . Parfums Givenchy

4 . 5 . Guerlain

6 . Benefit

7 . Loewe Perfumes

9 . Maison Francis Kurkdjian