Puig continues to consolidate its commitment to Charlotte Tilbury. The Catalan group has increased its stake in the British makeup firm to 85% after acquiring a new share package worth 350 million euros, a move that comes weeks after negotiations for a possible integration with The Estée Lauder Companies failed.
The operation represents a new step in Puig's strategy to strengthen control over one of its main assets within the premium makeup business. The company had acquired a majority stake in Charlotte Tilbury in 2020 and, with this new agreement, increases its weight in the capital with the aim of reaching 100% of the company by 2031, a timeline that is delayed by six years compared to initial forecasts.
The purchase comes at a key moment for the Catalan group. The continuity of Charlotte Tilbury as an independent brand and the treatment of its founder's stake were some of the elements that complicated conversations between Puig and The Estée Lauder Companies for a possible merger, an operation that was finally ruled out.
With this move, Puig keeps its focus on one of the brands with the greatest growth potential in its portfolio. Charlotte Tilbury has become one of the engines of the group's makeup business thanks to its strong positioning in the premium segment and its international expansion, especially in markets such as the United States, Asia, and the Middle East.
The operation also reflects Puig's growth strategy based on strengthening its own brands and increasing control over its strategic assets after the end of conversations with Estée Lauder.