Dolce&Gabbana’s beauty sector is outperforming the overall beauty market, with sales reaching 675 million euros, a 12-13% increase. This growth confirms the success of the brand’s decision to bring its beauty activities in-house. According to Gianluca Toniolo, CEO of Dolce&Gabbana Beauty, “the numbers are on our side.”
The brand has seen a double-digit growth for the third year in a row, with wholesale sales equivalent to 1.1 billion euros. This growth is 4-5 times faster than the market average, depending on the country. At a distance of three years, it is important to compare the current 1.1 billion wholesale to the 400 million of the Shiseido license. The brand is going at 4-5 times the speed of the market, and is almost a year ahead of schedule compared to the 2023-2028 plans.
Drivers of Growth
The Devotion universe is a key driver of the brand’s growth, with sales approaching those of Light Blue, one of the top ten perfume successes in the last twenty years. The brand has started to expand its olfactory offerings, with the latest launch being Your Devotion, which has been well-received by the market.
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Irina Shayk was chosen as the face of the Your Devotion campaign due to her association with the Dolce&Gabbana brand and her appeal to young people. The campaign was launched in Naples, which represents the center of devotion. The results have been extremely positive, with the brand gaining 6-7 positions in Sephora’s rankings and entering the top 5.
Product Categories
Fragrances account for around 92-93% of the brand’s sales, but other categories such as makeup and skincare are also growing. The makeup line, launched just a year and a half ago, already has almost 2,000 doors worldwide and accounts for 3-5% of the brand’s turnover. Sephora has listed the brand’s new makeup line in its largest store in the US, and they plan to open around 100 physical stores in the first part of 2027.
Dolce&Gabbana has also launched a new skincare line, Ever Youth, which features a unique packaging and effective anti-aging products. The brand has become a global player in the beauty market, with a presence in 2,000 doors worldwide and a distribution network of around 16,000 doors for fragrances alone.
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Expansion Plans
Dolce&Gabbana plans to expand its standalone boutique network, with around 20 boutiques to be opened in the Middle East and 15 in India over the next three years. They will also enter the Brazilian market with two standalone beauty boutiques in November. The brand aims to open at least 50 stores worldwide in the next three years.
The brand’s largest market is the Americas, which accounts for around 55% of sales, followed by Europe with 38-40% and Asia Pacific with 6-8%. The US is the brand’s largest market. Dolce&Gabbana is currently ranked 6th in fragrances.
Future Plans
Dolce&Gabbana plans to complete its Devotion, Light Blue, and The One lines in 2027, with a new masculine fragrance launch planned for Devotion. They will also focus on innovation in makeup and expansion of their skincare line.
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