For decades, fashion houses have entrusted their beauty lines to licensing agreements. It was a strategic move that ensured growth but also meant giving up part of their creative and commercial control. Dolce & Gabbana, however, saw a different opportunity: how can a perfume or a lipstick truly carry their DNA if it isn’t born under their own vision?
In 2021, the Italian house made an unprecedented decision: to take back full ownership of its beauty division and produce everything entirely in Italy. In an industry where most luxury brands partner with major cosmetic conglomerates, Dolce & Gabbana chose a different path.
Today, their beauty line is no longer just a business category. It is a statement of independence.
Author: Claudia Valdez
THE STRATEGIC SHIFT: WHEN DOLCE & GABBANA TOOK CONTROL OF ITS BEAUTY
To fully grasp the significance of this move, one must first understand the long-standing reality of luxury beauty: fragrances and cosmetics from major fashion houses are typically managed by global beauty corporations.
This model has been the norm for decades, ensuring expansion and profitability. But Dolce & Gabbana saw an opportunity to do things differently.
In 2021, the house announced that it would take full control of its beauty business, ending its agreement with Shiseido and establishing its own division in Milan.
This decision not only allowed them to oversee every aspect of the process but also marked a turning point in the industry.
“We wanted every fragrance, every lipstick, every eyeshadow to reflect our identity without compromises.”
From that moment on, Dolce & Gabbana became the first Italian luxury house to directly manage its beauty business.
“We wanted every fragrance, every lipstick, every eyeshadow to reflect our identity without compromises.”
A NEW ERA: WHAT MAKES DOLCE & GABBANA BEAUTY DIFFERENT?
Perfumes designed in Grasse, but with an Italian soul. Dolce & Gabbana’s fragrances continue to be developed by some of the most renowned perfumers, but now, the house itself oversees every aspect, ensuring each launch aligns with its creative vision.
Makeup that doesn’t follow trends, it sets them. While many brands embrace minimalism, Dolce & Gabbana remains true to its DNA, celebrating glamour, color, and iconic details.
A business model built for growth. In 2022, the beauty division generated $100 million in revenue. By 2024, the goal is to reach $300 million, and by 2027, to double its value to exceed €3 billion.
Taking full control of its beauty line has proven to be one of Dolce & Gabbana’s most strategic decisions in recent years.
A HISTORIC INVESTMENT: €400 MILLION TO EXPAND ITS BEAUTY PRESENCE
This move isn’t just about regaining control, it’s about expanding its presence in the beauty industry with a €400 million investment over three years.
The plan includes:
*Fragrances designed to become icons: Light Blue is already a classic, but its newest launch, Devotion Eau de Parfum, is set to become one of the brand’s most defining scents.
*High-impact makeup: Lipsticks that embody Italian glamour, bold eyeshadows, and formulas that prioritize sophistication.
*A commitment to sustainability. Dolce & Gabbana has implemented new responsible practices in product development, blending luxury with environmental consciousness.
*An unexpected move: perfume for dogs. In a surprising yet intriguing shift, Dolce & Gabbana launched Fefé, an exclusive fragrance for pets, housed in a green lacquered bottle adorned with 24-karat gold details.
“If luxury is a lifestyle, why should it be exclusive to humans?”
This launch demonstrates that the brand is not only expanding its beauty visionbut also exploring new realms of exclusivity.
HOW THIS DECISION IS RESHAPING THE LUXURY BEAUTY INDUSTRY
Since Dolce & Gabbana took back control of its beauty line, its strategy has sparked conversations across the industry.
Greater control over brand identity. Now that production is fully managed in-house, Dolce & Gabbana ensures that every product stays true to its luxury philosophy.
A shift in the way other luxury brands approach beauty. This move has prompted other houses to reconsider their business models and explore greater independence in their beauty ventures.
A stronger and more differentiated brand narrative. In a highly competitive market, the brand has successfully established a clear message: its beauty products are as authentic and meticulously crafted as its fashion.
“We don’t buy beauty, we create it. We don’t follow standards—we define them.”
WHAT’S NEXT FOR DOLCE & GABBANA BEAUTY?
Fragrances as the flagship category. With perfumes accounting for 80% of its beauty sales, the next major goal is to create olfactory icons that transcend generations.
Global expansion. By 2027, the aim is to double revenue and position itself among the top five most influential luxury beauty brands.
An emphasis on exclusivity. While some brands are focusing on mass appeal, Dolce & Gabbana reinforces its identity with beauty collections designed to captivate.
With every new launch, the house makes it clear that its beauty vision is much more than a business strategy, it’s an extension of its legacy.
CONCLUSION: THE NEW STANDARD OF LUXURY BEAUTY
This is not just a strategic move. It is a redefinition of what luxury beauty means today.
While most fashion houses continue to rely on partnerships with major beauty corporations, Dolce & Gabbana has chosen to manage its own future.
At a time when luxury is evolving, the brand has remained true to its essence, refusing to compromise on its identity.
If the industry once viewed beauty as a secondary business, Dolce & Gabbana has proven it is an integral part of its future.
“It’s not just about selling. It’s about creating a legacy.”
And with every fragrance, every lipstick, and every meticulously crafted beauty product, Dolce & Gabbana is doing just that.
