Spain's beauty king is setting a new record with spectacular sales results.

While the global beauty market is undergoing turbulent changes, the Spanish group Puig is proving that it's possible to maintain stability and even achieve success. Their well-thought-out strategy and sales growth are a lesson luxury brands should learn quickly!

In the fashion industry, everyone chases trends, which change faster than the colors of the season. Puig, on the other hand, chooses a different path. The Spanish giant, headquartered in Barcelona, doesn't rush into fashion; it calmly analyzes it—and only then does it step in. The result? In the first half of 2025, the company recorded a 7.6% increase in sales, reaching revenues of €2.3 billion . This isn't an all-time record, but as CEO Marc Puig put it, "solid and consistent growth," which speaks to the strength of a well-structured brand portfolio. Such consistency is admirable.

Puig has never hidden the fact that perfumes are his heart – and it's precisely these that drive his results. The Fragrance & Fashion division accounts for a staggering 73% of revenue , or €1.685 billion. Legendary names reign supreme here: Rabanne, Jean Paul Gaultier, and Narciso Rodriguez . And something truly significant is expected in the second half of the year – the launch of a new fragrance by Carolina Herrera , described by the company as "the most important launch since 2016." This means not only an aromatic revolution is brewing, but also a market test of the brand's strength.

Carolina Herrera's Very Good Girl fragrance campaign/photo: press materials

Although the fragrance sector has slowed somewhat following the pandemic boom, Puig is not missing a beat. We're talking about a phase of consolidation rather than stagnation.

Puig's makeup market has seen some bumps in the road – recent quarters have been volatile, but all signs point to the company getting back on track. Makeup sales in the first half of the year reached €339 million, a 2% increase for the entire period, but with a strong acceleration in the second quarter – a whopping 10.5%. This is thanks to targeted launches and expansion in emerging markets.

In this segment, Puig is playing selectively, focusing on quality over quantity. Charlotte Tilbury is at the forefront – a brand the Spanish group won't fully acquire until 2031, but it's already a key element of their strategy.

Meanwhile, skincare is quietly gaining ground. Revenue reached €276 million, an 8.6% increase. Leading the way are the French brand Uriage , as well as Charlotte Tilbury's new lines, which combine luxury with functionality. In the second quarter, skincare grew by a staggering 10.2%, fueled by expansion in Asia and Africa. For Puig, this is a segment with significant future potential.

Geographically, there are no surprises. The EMEA region (Europe, Middle East, and Africa) remains the mainstay of operations, generating €1.199 billion and accounting for 52% of total sales. It's a stable market, with few major disruptions.

In the Americas, Puig is growing faster—10.9% like-for-like —but faces trade challenges, such as tariffs in the US . However, the company was prepared—it stocked its warehouses early and is staying the course.

The fastest growth rate? Asia-Pacific. A 16.5% like-for-like increase is a clear sign that Puig is strengthening its position in this key region.

Amid global economic and geopolitical tensions, Puig is keeping its nerve. Its 2025 forecast remains unchanged: the company expects sales growth of 6-8% and an improved EBITDA margin .

- This is a reflection of confidence in our strategy, taking into account the current climate of uncertainty - emphasizes the management board.

Will Puig surprise the market again? It's unclear. But one thing is certain: in a world where nothing is certain, a steady hand and consistency are worth their weight in gold.