Coty Inc. has renewed two long running mass-market fragrance licenses.

The wonder company’s license agreement with Dutch fashion brand Mexx, which began in 2016, has been prolonged for not less than 25 years, encompassing all Mexx fragrances and colognes.

Mexx’s fragrance line was first launched in 2000 with Mexx Man and Mexx Woman. Today, it has grown to develop into considered one of the highest 4 fragrance brands in Germany. In 2023, it unveiled a series of limited-edition fragrances including Summer Bliss and Black & Gold.

At the identical time, Coty has renewed its license with German underwear brand Bruno Banani for 20-plus years.

“We’re delighted to further strengthen our thriving relationship with Mexx. This long-term extension of our partnership will enable us to speed up the brand’s momentum and fuel ambitious expansion plans into dynamic recent markets and categories,” said Sue Nabi, Coty’s chief executive officer.

On the take care of Bruno Banani, she added: “Since winning the license in 2015, Coty has cemented Bruno Banani’s position as Germany’s leading fragrance brand with the long-lasting Man and Woman. With the introduction of further blockbuster fragrance innovations, corresponding to Loyal Man and Magnetic Woman, in addition to other highly successful body care lines, Coty has built Bruno Banani into considered one of the leading consumer beauty brands in Germany, Benelux and Eastern Europe.”

Coty’s other mass fragrance licenses include Jovan, David Beckham, Vera Wang and Nautica. Within the higher-end prestige segment, it holds the license for Gucci, Burberry, Calvin Klein, Hugo Boss, Marc Jacobs, Chloé, Davidoff and Jil Sander, amongst others.