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Company > Coty Inc.: Business Model, SWOT Analysis, and Competitors 2023

Coty Inc.: Business Model, SWOT Analysis, and Competitors 2023

Published: Jan 26, 2023

Inside This Article


    In this blog article, we will delve into the business model of Coty Inc., a renowned beauty and cosmetics company. By analyzing their strategic approach, we aim to identify the factors contributing to their success and growth in the industry. Furthermore, we will conduct a SWOT analysis to assess their strengths, weaknesses, opportunities, and threats. Lastly, we will explore the competitive landscape and identify key competitors that Coty Inc. may face in the year 2023. Join us as we unravel the secrets behind Coty Inc.'s business model and its position in the market.

    What You Will Learn:

    • The ownership structure of Coty Inc. and who holds controlling stakes in the company.
    • The mission statement of Coty Inc. and the core values that guide their business operations.
    • The various revenue streams and strategies employed by Coty Inc. to generate profits.
    • An in-depth explanation of Coty Inc.'s business model canvas, highlighting key elements and their interrelationships.
    • The major competitors of Coty Inc. in the beauty and cosmetics industry and the challenges they pose.
    • An analysis of Coty Inc.'s strengths, weaknesses, opportunities, and threats (SWOT analysis) to gain insights into their market position and potential growth areas.

    Who owns Coty Inc.?

    Major Shareholders of Coty Inc.

    Coty Inc., a global beauty company, has a diverse ownership structure with various major shareholders. These shareholders play a significant role in shaping the company's strategic decisions and overall direction. Here are some of the key stakeholders who own substantial stakes in Coty Inc.:

    JAB Holding Company

    JAB Holding Company, a private investment firm based in Luxembourg, is one of the largest shareholders of Coty Inc. With a significant ownership stake, JAB Holding Company has been actively involved in Coty's transformation and has played a crucial role in the company's strategic decision-making process.

    Berkshire Hathaway

    Berkshire Hathaway, the multinational conglomerate led by renowned investor Warren Buffett, is another prominent shareholder of Coty Inc. Through its subsidiary, Berkshire Hathaway owns a considerable stake in the company. Buffett's investment philosophy and long-term perspective have had a notable influence on Coty's overall corporate strategy.

    Other Institutional Investors

    Apart from major stakeholders like JAB Holding Company and Berkshire Hathaway, Coty Inc. has garnered significant interest from various institutional investors. These investors include mutual funds, pension funds, and other financial institutions that hold substantial positions in the company. Their involvement signifies a broader market confidence in Coty's business prospects.

    Individual Shareholders

    Coty Inc. also has a considerable number of individual shareholders who hold shares of the company. These individuals may include company executives, employees, and retail investors who believe in the company's potential for growth and value creation.


    Coty Inc. has a diverse ownership structure with a range of major shareholders. These stakeholders bring unique perspectives and expertise, contributing to the company's growth and success. The involvement of prominent investors like JAB Holding Company and Berkshire Hathaway further highlights the market confidence in Coty's ability to thrive in the competitive beauty industry. As the company continues to evolve, the collaboration between these key stakeholders will shape Coty's future endeavors.

    What is the mission statement of Coty Inc.?

    Coty Inc.'s Mission Statement: Creating Beauty that Transforms Lives

    Coty Inc. is a global beauty company that is driven by a strong mission statement. Their mission is to create beauty products that not only enhance the physical appearance of individuals but also transform lives.

    The company recognizes that beauty is not just about superficial aesthetics; it has the power to boost confidence, inspire self-expression, and create a positive impact on people's lives. Through their innovative and diverse range of beauty products, Coty Inc. aims to empower individuals to embrace their unique beauty and feel confident in their own skin.

    Coty Inc. believes that beauty should be inclusive and accessible to all. Their mission statement emphasizes the importance of diversity and inclusivity in their product offerings. They strive to cater to a wide range of needs and preferences, ensuring that everyone can find products that suit their individual style, skin tone, and personality.

    Furthermore, Coty Inc. is committed to sustainability and responsible business practices. Their mission statement reflects their dedication to minimizing their environmental impact and promoting ethical sourcing. They aim to create beauty products that are not only effective but also environmentally friendly, using sustainable ingredients and packaging materials whenever possible.

    In summary, Coty Inc.'s mission statement encapsulates their commitment to creating beauty that goes beyond surface-level beauty. By prioritizing inclusivity, sustainability, and innovation, they aim to transform lives and empower individuals to embrace their own unique beauty.

    How does Coty Inc. make money?

    Overview of Coty Inc.

    Coty Inc. is a multinational beauty company that operates in the cosmetics, fragrance, skincare, and hair care industries. Founded in 1904, the company has grown to become one of the largest beauty companies globally, with a diversified portfolio of well-known brands.

    Revenue Streams

    Coty Inc. generates its revenue through various channels, including:

    1. Product Sales

    The primary source of income for Coty Inc. is the sale of its beauty products. The company offers a wide range of cosmetics, fragrances, skincare products, and hair care solutions under its numerous brands. These products are sold through various distribution channels, including department stores, specialty beauty retailers, e-commerce platforms, and direct-to-consumer channels. Coty Inc. earns revenue by selling these products to wholesalers, retailers, and ultimately, end consumers.

    2. Licensing Agreements

    Coty Inc. also generates revenue through licensing agreements with other companies. Under these agreements, Coty grants the rights to use its brand names, trademarks, and intellectual property to third-party manufacturers. In return, Coty receives royalty payments or a percentage of the revenue generated from the sale of licensed products. This allows Coty to extend the reach of its brands and generate additional income without incurring significant manufacturing or distribution costs.

    3. Professional Beauty Services

    In addition to its consumer product sales, Coty Inc. also offers professional beauty services. The company operates a salon and professional hair care division, which provides hair care products, styling tools, and education to salons and beauty professionals. Coty generates revenue from the sale of these professional products and services to hair salons, stylists, and other beauty service providers.

    4. Strategic Partnerships and Collaborations

    Coty Inc. actively seeks strategic partnerships and collaborations with other companies to expand its product offerings and reach new markets. These partnerships can take the form of joint ventures, co-branded product lines, or collaborative marketing campaigns. By leveraging the strengths of its partners, Coty can tap into new customer segments and increase its revenue streams.


    Coty Inc. derives its revenue from a combination of product sales, licensing agreements, professional beauty services, and strategic partnerships. By diversifying its income streams and continuously innovating in the beauty industry, Coty Inc. has established itself as a leading player in the global beauty market.

    Coty Inc. Business Model Canvas Explained

    Introduction to Coty Inc.

    Coty Inc. is a multinational beauty company founded in 1904 by François Coty. Over the years, Coty has become a leading player in the global beauty industry, offering a wide range of products across various segments, including fragrances, cosmetics, skincare, and haircare. With a diverse portfolio of iconic brands like Calvin Klein, Gucci, and CoverGirl, Coty has established a strong presence in over 150 countries worldwide.

    Key Partnerships

    One of the critical elements of Coty's business model is its strategic partnerships. Coty collaborates with various key partners to enhance its product offerings, reach new markets, and deliver exceptional customer experiences. The company maintains strong relationships with retailers, distributors, and suppliers, ensuring a seamless supply chain and efficient distribution of its products.

    Furthermore, Coty has also formed strategic partnerships with celebrities, influencers, and beauty experts to leverage their influence in promoting its brands. These partnerships help Coty reach a broader audience and create a positive brand image among consumers.

    Key Activities

    Coty engages in a range of key activities to sustain its competitive position in the beauty industry. The company focuses on product development and innovation, continuously investing in research and development to create cutting-edge beauty solutions. By staying ahead of market trends and consumer demands, Coty can introduce new and exciting products that cater to evolving customer preferences.

    Additionally, Coty emphasizes marketing and brand building as a crucial activity. Through extensive advertising campaigns, social media presence, and collaborations with influencers, Coty ensures that its brands remain visible and relevant in the market. The company also invests in customer research and market analysis to gather insights into consumer behavior, enabling them to tailor their marketing efforts effectively.

    Key Resources

    To support its operations and achieve its business objectives, Coty relies on key resources. These resources include an extensive manufacturing infrastructure, research and development facilities, and a global distribution network. Coty operates multiple manufacturing plants worldwide, allowing it to produce its products efficiently and meet the demands of different regions.

    Moreover, Coty's research and development teams play a vital role in driving innovation and creating high-quality beauty products. By investing in advanced technologies and scientific expertise, Coty can develop unique formulations and stay at the forefront of the industry.

    Value Proposition

    Coty's value proposition revolves around offering high-quality beauty products that meet the diverse needs and preferences of consumers worldwide. The company strives to create innovative, trendsetting products that enhance personal style and confidence. Coty's broad portfolio of brands allows it to cater to various customer segments, ensuring that everyone can find products that resonate with their individual beauty goals.

    Furthermore, Coty emphasizes sustainability and ethical practices, aiming to minimize its environmental impact and contribute to the well-being of society. By aligning its values with those of socially conscious consumers, Coty enhances its value proposition and builds strong brand loyalty.


    Coty Inc.'s business model canvas illustrates the key components that drive its success in the beauty industry. From strategic partnerships and key activities to essential resources and a compelling value proposition, Coty continues to evolve and innovate, staying ahead in a highly competitive market. By understanding the intricacies of Coty's business model, we gain valuable insights into the company's strategic approach and its ability to meet the ever-changing demands of beauty consumers worldwide.

    Which companies are the competitors of Coty Inc.?

    Competitors of Coty Inc.

    Coty Inc., a multinational beauty company, operates in a highly competitive industry where several other major players vie for market share. Here are some prominent competitors of Coty Inc.:

    1. L'Oréal

    L'Oréal, a French cosmetics and beauty company, is one of the biggest competitors of Coty Inc. With a diverse portfolio of brands across skincare, haircare, makeup, and fragrance, L'Oréal competes directly with Coty Inc. in various product categories. The company's strong global presence and extensive distribution network pose a significant challenge to Coty Inc.'s market position.

    2. Estée Lauder Companies Inc.

    Estée Lauder Companies Inc., an American multinational manufacturer and marketer of prestige skincare, makeup, fragrance, and haircare products, is another key competitor of Coty Inc. The company boasts a renowned portfolio of brands, including Estée Lauder, Clinique, MAC, and Bobbi Brown, among others. Estée Lauder's focus on high-end, luxury products attracts a different customer segment but overlaps with Coty Inc.'s offerings in several areas.

    3. Procter & Gamble Co.

    Procter & Gamble Co. (P&G) is a multinational consumer goods corporation that competes with Coty Inc. in the beauty and personal care space. P&G owns popular brands like Olay, SK-II, Pantene, and Head & Shoulders, which directly compete with Coty Inc.'s skincare and haircare products. P&G's vast resources, strong brand recognition, and global distribution give them a competitive edge.

    4. Revlon Inc.

    Revlon Inc., an American multinational cosmetics company, is another notable competitor for Coty Inc. With a range of beauty products, including makeup, skincare, fragrance, and hair care, Revlon targets a similar consumer base as Coty Inc. The company's focus on innovation and trendsetting products creates a competitive environment in the beauty industry.

    5. Shiseido Company, Limited

    Shiseido Company, Limited, a Japanese multinational personal care company, competes with Coty Inc. primarily in the skincare and fragrance segments. Shiseido's strong presence in the Asian market, along with its premium product offerings, enables them to challenge Coty Inc.'s market share globally.

    These are just a few examples of the companies that compete with Coty Inc. in the beauty industry. As the sector continues to evolve and new trends emerge, the competitive landscape may witness further changes. Coty Inc. must continuously innovate and adapt to stay ahead in this highly competitive market.

    Coty Inc. SWOT Analysis


    Coty Inc. boasts several strengths that have contributed to its success in the beauty and personal care industry.

    Firstly, the company has a strong portfolio of well-known and prestigious brands. With names like Calvin Klein, Marc Jacobs, and Gucci, Coty Inc. has built a reputation for offering high-quality products that resonate with consumers. This extensive brand portfolio allows the company to cater to a diverse range of customer preferences and capture a larger market share.

    Secondly, Coty Inc. has a global presence, with operations in over 150 countries. This widespread reach enables the company to tap into various markets and capitalize on regional trends and preferences. By adapting its products to different cultural and demographic contexts, Coty Inc. can effectively target and engage with consumers worldwide.

    Another significant strength of Coty Inc. is its strong distribution network. The company has established strategic partnerships with retailers and distributors, ensuring that its products are readily available to customers both online and offline. This extensive network not only enhances the company's brand visibility but also enables it to efficiently deliver products to end-users, thereby increasing customer satisfaction and loyalty.

    Lastly, Coty Inc. invests heavily in research and development (R&D) to drive innovation and stay ahead of competitors. The company continuously develops new formulations, packaging designs, and product concepts to meet evolving customer needs and preferences. By focusing on R&D, Coty Inc. can introduce cutting-edge products that differentiate itself from competitors and maintain its position as a market leader.


    Despite its strengths, Coty Inc. also faces certain weaknesses that pose challenges to its growth and success.

    One weakness is the company's dependence on a few key brands for a significant portion of its revenue. Coty Inc.'s portfolio is heavily reliant on a handful of flagship brands, which means that any decline in sales or loss of popularity for these brands could have a significant impact on the company's financial performance. This vulnerability exposes Coty Inc. to the risk of sudden market shifts or changing consumer preferences.

    Furthermore, Coty Inc. has faced criticism for its lack of focus on sustainability and ethical practices. In an era where consumers are increasingly conscious of the environmental and social impact of their purchases, Coty Inc.'s perceived indifference towards sustainability could affect its brand image and reputation. Failure to address these concerns may result in a loss of customer trust and loyalty.

    Lastly, Coty Inc. has a relatively high debt burden. The company has accumulated substantial debt from acquisitions and strategic investments, which could limit its financial flexibility and ability to invest in future growth opportunities. The need to service these debts may divert resources away from other critical areas such as marketing, R&D, and innovation.

    Overall, while Coty Inc. possesses several strengths that have contributed to its success, it must address its weaknesses to mitigate potential risks and continue its growth trajectory in the highly competitive beauty and personal care industry.

    Key Takeaways

    • Coty Inc. is owned by JAB Holding Company, a privately held German conglomerate.
    • The mission statement of Coty Inc. is to celebrate and liberate the diversity of beauty, inspiring each individual to express their unique self.
    • Coty Inc. generates revenue through the sale of beauty products, including cosmetics, fragrances, and skincare items.
    • The business model canvas of Coty Inc. encompasses key elements such as customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.
    • Competitors of Coty Inc. include L'Oréal, Estée Lauder, Procter & Gamble, and Revlon.
    • In a SWOT analysis, Coty Inc.'s strengths include a diverse product portfolio and strong brand recognition, while weaknesses may include high competition and potential supply chain issues. Opportunities for the company lie in expanding into new markets and product innovation, while threats include economic downturns and changing consumer preferences.


    In conclusion, Coty Inc. is a global beauty company that has been in the market for over a century. It is currently owned by JAB Holding Company, which acquired a majority stake in the company in 2019. Coty Inc. operates with the mission to celebrate and liberate the diversity of beauty, offering a wide range of products across various categories.

    Coty Inc. generates revenue through multiple channels, including the sale of beauty products and fragrances, licensing agreements with celebrities and brands, and partnerships with retailers. Their business model canvas is built on key activities such as product development, marketing and advertising, distribution, and strategic partnerships.

    When it comes to competition, Coty Inc. faces numerous rivals in the beauty industry. Some of its main competitors include L'Oréal, Estée Lauder, Procter & Gamble, and Revlon. These companies also operate on a global scale and offer a diverse range of beauty products.

    Lastly, a SWOT analysis of Coty Inc. reveals its strengths in brand recognition, a diverse product portfolio, and strong partnerships. However, it also faces weaknesses such as high debt and a dependence on licensed brands. Opportunities for growth lie in emerging markets and expanding their e-commerce presence. On the other hand, threats include intense competition, changing consumer preferences, and economic uncertainties.

    Overall, Coty Inc. continues to navigate the ever-evolving beauty industry with its diverse portfolio, strong brand recognition, and strategic partnerships. While facing challenges, the company remains committed to its mission of celebrating beauty in all its forms and satisfying the diverse needs of consumers worldwide.


    How can I find a SWOT analysis on a company?

    There are several ways to find a SWOT analysis on a company:

    1. Company website: Start by visiting the official website of the company you are interested in. Many companies publish their SWOT analysis in their annual reports, investor presentations, or corporate social responsibility reports.

    2. Financial websites: Websites like Bloomberg, Reuters, or Yahoo Finance often provide SWOT analyses for publicly traded companies. These platforms may have a dedicated section or analysis reports that cover various aspects of a company's strengths, weaknesses, opportunities, and threats.

    3. Business databases: Access paid or free business databases such as Hoovers, MarketLine, or IBISWorld. These databases compile information on companies, including SWOT analyses, industry reports, and market research.

    4. Business publications: Check business magazines, newspapers, and journals like Forbes, Business Insider, Harvard Business Review, or The Wall Street Journal. They often publish articles or analysis reports that include SWOT analyses for specific companies.

    5. University libraries: If you have access to a university library or academic database, search for scholarly journals, business case studies, or research papers related to the company you are interested in. These sources frequently include SWOT analyses.

    6. Online search engines: Conduct a simple online search using the company name followed by "SWOT analysis." This can provide you with links to websites, reports, or articles that have already conducted SWOT analyses for the company.

    Remember that SWOT analyses can vary depending on the source, so it is advisable to consult multiple sources to get a comprehensive understanding of a company's strengths, weaknesses, opportunities, and threats.

    What is a SWOT analysis for a city?

    A SWOT analysis for a city is a strategic planning tool that helps identify the strengths, weaknesses, opportunities, and threats of a particular city or urban area. It provides a comprehensive assessment of the city's current situation, enabling policymakers and urban planners to make informed decisions and devise strategies for future development. Here's how each component of a SWOT analysis can be applied to a city:

    1. Strengths: These are the positive attributes and advantages that the city possesses. It can include factors such as a vibrant economy, well-developed infrastructure, cultural diversity, educational institutions, tourist attractions, effective governance, and a strong sense of community.

    2. Weaknesses: These are the limitations and challenges the city faces. It can include factors such as inadequate public transportation, high crime rates, limited job opportunities, poor air quality, inadequate healthcare facilities, outdated infrastructure, or limited access to quality education.

    3. Opportunities: These are external factors that the city can capitalize on for growth and improvement. It can include factors such as emerging industries, potential for tourism development, technological advancements, urban regeneration projects, government incentives, or favorable economic conditions.

    4. Threats: These are external factors that may pose challenges or risks to the city. It can include factors such as economic recessions, natural disasters, political instability, environmental degradation, population decline, increasing inequality, or competition from neighboring cities.

    By analyzing these four elements, a SWOT analysis for a city helps stakeholders understand the current state of affairs, identify areas for improvement, and determine the best strategies to capitalize on strengths, address weaknesses, seize opportunities, and mitigate threats.

    What is SWOT analysis on supply chain?

    SWOT analysis is a strategic planning tool used to evaluate the strengths, weaknesses, opportunities, and threats of a business or project. When applied to a supply chain, SWOT analysis helps to identify and assess the internal and external factors that can impact the efficiency and effectiveness of the supply chain.

    Strengths: These are the internal factors that give the supply chain a competitive advantage. It could include factors like a strong network of suppliers, efficient transportation systems, effective inventory management, or strong relationships with customers.

    Weaknesses: These are the internal factors that hinder the performance of the supply chain. It could include factors like poor communication between different stakeholders, inadequate technology infrastructure, lack of skilled workforce, or high costs of production.

    Opportunities: These are the external factors that can be leveraged to improve the supply chain. It could include factors like emerging markets, technological advancements, changes in customer preferences, or new partnerships and collaborations.

    Threats: These are the external factors that can negatively impact the supply chain. It could include factors like economic downturns, geopolitical risks, natural disasters, changing regulations, or intense competition.

    By conducting a SWOT analysis on the supply chain, organizations can gain insights into their current position, identify areas for improvement, and develop strategies to capitalize on opportunities and mitigate threats. This analysis helps in making informed decisions and developing action plans to enhance the overall performance and competitiveness of the supply chain.

    Which company is good for SWOT analysis?

    There are many companies that can be good candidates for a SWOT analysis, depending on the purpose and context of the analysis. However, here are a few well-known companies that are often used as examples for SWOT analysis:

    1. Apple Inc. - Known for its innovative products and strong brand image, Apple can be analyzed to understand its strengths, weaknesses, opportunities, and threats in the highly competitive technology industry.

    2. Nike Inc. - A global leader in the athletic footwear and apparel industry, Nike's SWOT analysis can provide insights into its strengths in brand recognition, weaknesses in supply chain management, opportunities in international markets, and threats from competitors.

    3. Tesla Inc. - As a prominent electric vehicle manufacturer, Tesla's SWOT analysis can highlight its strengths in innovation and sustainability, weaknesses in production scalability, opportunities in the growing renewable energy market, and threats from traditional automakers.

    4. Amazon.com Inc. - One of the largest e-commerce and cloud computing companies, Amazon's SWOT analysis can reveal its strengths in customer service and market dominance, weaknesses in profitability in certain business segments, opportunities in expanding into new markets, and threats from competitors and regulatory challenges.

    Remember, the choice of company for a SWOT analysis ultimately depends on the specific purpose and objectives of the analysis.

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