Brazil Approves L’Oréal’s Acquisition of Kering Beauty Business

Tom
21st May 2025

January 21, 2026 – As reported by 36Kr, the supervisory department under Brazil’s Administrative Council for Economic Defense (Cade) has unconditionally approved L’Oréal Group’s acquisition of Kering Group’s beauty business. Announced on October 20, 2025, the transaction has a total value of €4 billion and is expected to be completed in cash in the first half of 2026.

Under the agreement, the transaction includes the full sale of the Creed brand, beauty and fragrance licensing rights for Kering’s iconic fashion houses, and an exclusive joint venture project in the health and longevity field. Industry analysts believe that this acquisition will strengthen L’Oréal’s layout in the luxury beauty segment, and the addition of Creed will fill its niche gap in the high-end fragrance market, further consolidating its leading position in the global beauty market. Currently, the transaction is still awaiting final approval from regulatory authorities in other countries and regions.

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Brazil Approves L’Oréal’s Acquisition of Kering Beauty Business

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