Puig’s CEO Knows How Brands Can Cut Through the Noise

Today’s beauty marketers face a dilemma. To power growth, spreading the message of their brands far and wide is vital. Despite all the channels available — TikTok, Weibo, Instagram — reaching customers has never been harder. Social media can be an unfiltered and fractious space, and brands cannot always anticipate how their communications will be perceived. But Puig, which has 14 prestige brands in its portfolio and three licences, has managed to turn many of its established names like Carolina Herrera and Rabanne into contemporary hits through digital channels. It also owns new disruptor labels like Byredo, L’Artisan Parfumeur and Charlotte Tilbury that have established audiences with beauty’s next generation of customers. Chairman, chief executive and third-generation company head Marc Puig led the company through its nearly €14 billion IPO in 2024, and says that in order to propel brands forward, it’s more important to take risks than try to follow a set path.

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