Puig aims to exceed 8 billion in sales in 2032, 60% more than in 2025

BarcelonaPuig, the Catalan family-owned beauty and fashion multinational, expects to reach sales of over 8 billion euros by 2032, compared to the more than 5 billion from last year. This is one of the objectives that the company chaired by Marc Puig has set for itself in its new strategic plan, once the failed merger with the American company Estée Lauder has been overcome, presented this Wednesday on its Investor Day. One of the group's goals is to position itself among the four leading global premium beauty companies and one of the top two in fragrances by 2032.

In its roadmap, it aspires to organic growth—that is, without initially planning for large acquisitions, though it does not rule out selective ones, especially in North America and the Asia-Pacific region—and an increase in its product portfolio. The group's target is an adjusted operating result (EBITDA) of over 22.5% by 2032, based on greater business integration and "continuous" cost efficiency improvements. Another of its commitments is the distribution of dividends, with a ratio of 40% of net profit.

The company sets as business priorities Prestige fragrances, Niche fragrances, the Charlotte Tilbury cosmetics brand, acquired in 2020, and dermocosmetics. The group wants to strengthen its position in Europe and Latin America and will accelerate growth and develop "new opportunities" in North America and the Asia-Pacific region. Possible "selective" acquisitions will be made in cases that bring "differentiated brands, new capabilities, or presence in attractive categories and markets," they state in their plan.

Disruptive innovation

The strategy, which is also presented by the CEO, José Manuel Albesa, plans to strengthen the Carolina Herrera line by expanding the makeup business. Rabanne and Jean Paul Gaultier will continue to develop fragrances through disruptive innovation and "culturally relevant global activations".

It also focuses on the growth of Byredo and Penhaligon's "through greater productivity of its current network and a selective geographical and distribution expansion", and also wants to "unleash the full potential of Charlotte Tilbury as a multi-category beauty brand". It also aspires to build "a world-leading platform in dermocosmetics". The goal is to double the size of Uriage by 2032 through expansion into new categories, markets, e-commerce, and channels. A few weeks ago, the company agreed to buy the 50% of Isdin it did not control, which belonged to the Esteve family. It now owns 100%.

Marc Puig has assured that the company "is beginning this new stage from a position of strength": "Today we are stronger than at any other moment in our more than 110 years of history". He also recalls that they have tripled their sales volume in the last five years.