From distribution to multisensory branding, beauty licenses have become the strategic lever through which companies build value, innovate, and conquer new markets.
Over the past two decades, the luxury fragrance sector has undergone a profound transformation. Once considered a secondary segment in fashion brands’ portfolios, today beauty represents a fundamental lever to amplify brand equity, capture new generations of consumers, and establish a global presence. The integration of fashion and fragrance is no longer just a matter of image: it is a strategy aimed at generating economic value, narrative continuity, and cross-category presence. In a context marked by growing competitiveness and increasingly sophisticated demand, the collaboration between fashion houses and beauty companies has proven to be a winning and resilient model—even during times of crisis.
“Fashion has always blended seamlessly with beauty. The combination of styles and creativity has created a truly indissoluble bond. This year, we are launching the first fragrance collection from the Max&Co brand, under a licensing agreement with the Max Mara group, which will translate the character, quality, and creativity of a fashion brand entering the beauty sector for the first time. In 2026, we are planning two very distinctive projects: Fortuny with the creative team of The Merchant of Venice, and a new, surprising fragrance for Genny,” notes Marco Vidal, CEO of Mavive and CEO of The Merchant of Venice.
For a fashion brand, entrusting the management of its beauty line to a specialized licensee represents a strategic choice to expand global presence without directly facing the production, logistics, and promotional investments that beauty requires, while benefiting from the partner’s technical expertise and distribution network. “We create long-term and successful partnerships with fashion and luxury brands thanks to a unique value proposition built around four key pillars of differentiation: multi-category product offerings, an omnichannel approach with global distribution and physical-digital integration, respect and social responsibility, and tailored, evolving business models that allow brands to preserve their DNA and maintain business control. We work with a select number of brands to ensure total dedication and deep attention to each one,” explains Corrado Brondi, founder and president of Give Back Beauty.
Although niche brands have undeniably reshaped the fragrance landscape, classic fashion brand fragrances continue to dominate the global market. “Their enduring appeal lies in their history and their ability to create a deep emotional connection with consumers. Our diversified portfolio offers a collection of iconic names suited to every taste, from Guess to Abercrombie & Fitch, from Donna Karan to Roberto Cavalli, and remains our greatest strength today,” says Jean Madar, CEO of Interparfums.
The distinctive value that licensees bring to fashion houses is crucial for the success of beauty licenses. “In one word: expertise. Interparfums is known for letting our partners ‘step into the kitchen.’ This means we are committed to providing personalized attention while respecting the unique identity of each brand partner. Our tailor-made approach ensures that every brand we work with can rely on a unique strategy aligned with its audience and heritage. It is a bespoke strategy, fundamental in a crowded sector where consumer connection and differentiation are key,” continues Madar. In an increasingly complex market, the mindful management of licenses becomes a decisive factor. “I would say it all comes down to collaboration between partners. Success depends on communication, transparency, and shared goals. A partnership approach, where everyone is aligned on how to integrate the olfactory narrative into the brand’s broader heritage and communication, allows us to create an offering that attracts consumers. Ultimately, by working closely with our partners, we succeed in creating that emotional bond—that attraction—that is essential to building a long-lasting relationship with the customer,” concludes Madar.
The distinctive value that licensees bring to fashion houses is crucial for the success of beauty licenses. “In one word: expertise. Interparfums is known for letting our partners ‘step into the kitchen.’ This means we are committed to providing personalized attention while respecting the unique identity of each brand partner. Our tailor-made approach ensures that every brand we work with can rely on a unique strategy aligned with its audience and heritage. It is a bespoke strategy, fundamental in a crowded sector where consumer connection and differentiation are key,” continues Madar. In an increasingly complex market, the mindful management of licenses becomes a decisive factor. “I would say it all comes down to collaboration between partners. Success depends on communication, transparency, and shared goals. A partnership approach, where everyone is aligned on how to integrate the olfactory narrative into the brand’s broader heritage and communication, allows us to create an offering that attracts consumers. Ultimately, by working closely with our partners, we succeed in creating that emotional bond—that attraction—that is essential to building a long-lasting relationship with the customer,” concludes Madar.
Licensing That Creates Value
Licensing is not just a commercial lever but becomes a language through which fashion brands tell their story beyond clothing, turning fragrance into a natural extension of their creative DNA. “Certainly, the reliability and credibility of a family-owned company that has been operating in perfumery for over 125 years, as well as olfactory and creative expertise, have allowed us to stand out with projects that have become true icons,” highlights Marco Vidal, emphasizing how solid experience is a key element in successful partnerships.
To create value, a license today must reflect the brand’s DNA and build a coherent market positioning. “The world of perfumery has changed profoundly in recent years. Today, a brand that wants to succeed through a license in our sector must already have international visibility and aspirational appeal, multichannel affirmation, and a distinctive character capable of generating a fitting fragrance project. It must also rely on industry professionals, without trying to apply the rules of its own sector to a very specific and highly competitive field such as perfumery,” adds Vidal.
At the same time, the licensee’s operating model plays a decisive role. “Our long-term vision,” explains Corrado Brondi, “is to build enduring beauty brands capable of deeply resonating with consumers and standing the test of time. Fashion and luxury brand licenses are at the heart of this ambition. They allow us to authentically extend the identity and values of prestigious maisons into the world of beauty, transforming their heritage, aesthetic codes, and evocative power into captivating product experiences.”
And not only that. “By combining each brand’s unique DNA with our expertise in product development, marketing, and global distribution, we create beauty products that represent a natural continuation of the brand’s story. These products strengthen bonds with existing consumers—who are looking for more from the brands they love—while also introducing the brand to new audiences, who may discover it precisely through beauty,” Brondi continues.
Brand Identity Extension
Licensing today is not just a distribution channel but a tool through which fashion houses extend their cultural universe to new generations and markets, transforming fragrances, skincare, and make-up into multisensory touchpoints that allow consumers to fully experience the brand’s values and aesthetics. In a rapidly evolving sector, the strength of beauty licenses lies in the ability to merge technical expertise, storytelling, and strategic vision to create projects that generate value, strengthen positioning, and define the contemporary identity of fashion houses, projecting them into the future.
“We believe that a license should be a strategic partnership capable of generating lasting value both for the brand and for its customers. It must amplify brand visibility in a coherent, authentic way, aligned with its long-term vision, transforming every consumer interaction into a meaningful extension of the brand experience,” concludes Brondi, underscoring how a successful license today is measured not only by sales results but also by its ability to strengthen brand equity, foster consumer loyalty, and contribute positively to society and the environment.