Coty inks deal with German model Lena Gercke to produce first LeGer fragrance

Coty continues to actively expand its portfolio of fragrance licenses. The global beauty company has entered into a long-term license agreement with German model and television host Lena Gercke to develop, produce, and distribute LeGer’s debut fragrance.

“Lena’s fashion brand LeGer is one of the fastest growing personal fashion labels in Germany, creating unique yet timeless pieces that empower women through fashion. Together, we are excited to work with Lena in building her presence in the beauty market with a fragrance that is authentically her,” said Stefano Curti, Coty’s Chief Brands Officer Consumer Beauty.

The new LeGer fragrance, which will be part of Coty’s mass fragrance portfolio is expected to launch in the DACH [1] region this summer.

Lena Gercke launched her fashion label, LeGer by Lena Gercke, in collaboration with online retailer AboutYou in 2017. By 2019, LeGer was named Germany’s most successful personal brand and the following year, Gercke moved the now independent company to Berlin. Since then, LeGer expended into furniture and home accessories under LeGer Home and is now taking the next step with LeGer Beauty.

“This partnership with Coty marks another big step for the brand as we make our foray into the beauty space. I am thrilled to be working with the industry leader, to develop a fragrance which is emblematic of the ethos that underpinned LeGer’s creation: the idea of being able to express yourself freely and feel confident and comfortable with who you are,” added Lena Gercke, LeGer CEO and Founder.

The collaboration comes as Coty continues to diversify its portfolio of fragrance licenses. The company, which also holds licensing deals with Burberry, Gucci, Davidoff and Hugo Boss, recently inked deals with Etro, Marni and Bruno Banani.