Coty, the renowned beauty company, has recently entered into a long-term license agreement with German television presenter, model, and entrepreneur Lena Gercke, who owns her own fashion brand called LeGer. This exciting collaboration will see Coty take on the development, production, and distribution of LeGer’s first-ever fragrance.
It is reported that Lena Gercke is a German model and television presenter, often referred to as the “Sweetheart of Germany.” She gained fame by winning the first season of Germany’s Next Top Model. In 2017, Lena Gercke founded her own personal brand called LeGer, specializing in clothing, accessories, and more.
Sue Nabi, the CEO of Coty, expressed her delight at partnering with Lena Gercke to bring their shared vision to life in the beauty industry. Lena’s fashion brand, LeGer, has rapidly gained popularity as one of Germany’s fastest-growing personal fashion labels. Known for creating unique and timeless pieces that empower women through fashion, LeGer perfectly aligns with Coty’s commitment to providing innovative and authentic beauty products. Together, Coty and Lena are eager to establish LeGer’s presence in the beauty market with a fragrance that embodies Lena’s individuality.
This collaboration is part of Coty’s ongoing efforts to elevate and diversify its portfolio, constantly introducing new products, brands, and innovations to the forefront of the industry. Recently, Coty announced several fragrance licensing deals in both its prestige and consumer divisions. These included a partnership with Italian fashion house Marni, as well as extended agreements with Mexx and Bruno Banani. Simultaneously, Coty’s license with Miu Miu concluded, leading the brand to join forces with L’Oréal.
