The fashion brand Tommy Hilfiger is changing its cosmetics partner after almost thirty years. On Tuesday, the company, which belongs to the US group PVH Corporation, announced that it had awarded the global exclusive license for beauty and wellness products to the Italian cosmetics manufacturer Give Back Beauty. The previous partner, the Estée Lauder Companies, announced last year that it did not intend to extend its license partnership with Tommy Hilfiger, which had existed since 1993.
Tommy Hilfiger announced that Giving Back Beauty will produce and market the brand’s perfumes, skin and hair care products and other fragrances after the expiration of its existing contract with Estée Lauder, beginning in 2023. The new partner will continue existing lines such as Impact and Tommy Now, but will also develop new product lines.
“The partnership with Give Back Beauty marks the beginning of an exciting new chapter for Tommy Hilfiger’s beauty and wellness business,” said CEO Martijn Hagman in a statement. “We combine our shared commitment to creativity, sustainability and innovation and are confident that Give Back Beauty will drive the global success of this category – not least through the introduction of new, fresh product lines.” He referred to the particular strengths of the new license partner in the Direct customer business and in the relationships with “Gen-Z and younger customers”. Going forward, these capabilities will “play a key role in further expanding the reach and impact of the brand,” Hagman said.
The Tommy Hilfiger boss particularly emphasized the sustainability efforts of Give Back Beauty. The company, which already licenses fashion brands like Elie Saab, Chopard, Philipp Plein and Iceberg, uses “recycled and recyclable materials and strives to minimize the use of plastic,” Hagman explained.