L’OCCITANE FY2025: Group sees fragrance-led growth and delists

L’OCCITANE Group has released its FY2025 annual results, posting €2.8 billion in net sales, representing 11.7% year-on-year growth at constant currency, a solid performance in a market still adjusting to shifting consumer habits, retail dynamics, and economic headwinds.

While the figures reflect broad-based growth across regions and brands, it’s the continued rise of fragrance within the Group’s premium beauty portfolio that will catch the attention of industry watchers.

Sol de Janeiro: Scented Bodycare, Market Dominance

In a standout performance, Sol de Janeiro delivered 31.6% of total Group sales, cementing its position as L’OCCITANE’s second-largest brand behind L’Occitane en Provence. Its dominance in North America is especially striking:

• #1 fragrance brand on Amazon US

• #1 beauty brand at Sephora North America

While marketed primarily as bodycare, fragrance is central to Sol de Janeiro’s brand identity, with products like Brazilian Crush Cheirosa 62 and Cheirosa 68 acting as full-scent experiences that often rival traditional eau de parfums in reach and customer loyalty. The brand’s “scent layering” approach—across mists, lotions, and haircare—has made it a viral favourite and a clear growth engine.

This blend of fragrance-led storytelling and sensorial bodycare positions Sol de Janeiro as a disruptor in both the fine fragrance and bath & body categories.

L’Occitane en Provence: legacy brand

Still representing 48.4% of Group sales, L’Occitane en Provence remains the Group’s flagship, with fragrance and aromatherapy products continuing to perform strongly. The Almond Shower Oil ended FY2025 as the #1 body cleanser in the US, thanks in part to its aromatic appeal and cult status among skincare enthusiasts.

While L’Occitane’s core fragrance range remains more understated than niche players, its heritage in natural scent formulation and Provence-inspired ingredients ensures it continues to hold space in the wellness-fragrance crossover category.

The brand’s increasing use of sensorial storytelling and clean, ingredient-led messaging aligns with consumer preferences for nature-inspired, understated luxury fragrance experiences.

Private ownership

FY2025 also marked a significant change in structure for the L’OCCITANE Group, as it moved from being a publicly listed company to private ownership. In practical terms, this means the company is no longer traded on the stock market and is instead owned by a smaller group of private investors. The Group positioned the shift as a natural evolution in response to the fast-changing landscape of premium beauty.

Privatisation can give companies more flexibility in how they operate, particularly when it comes to long-term planning, investment decisions, and brand development, without the same level of scrutiny or short-term financial pressures that come with public reporting. It remains to be seen how this will shape innovation across L’OCCITANE’s fragrance, skincare, and wellness brands, but the Group has indicated a desire to give its portfolio more autonomy and responsiveness to local markets and emerging trends.

Fragrance across borders: Americas lead, APAC rising

• The Americas accounted for 46.4% of Group sales, the fastest-growing region, driven largely by Sol de Janeiro’s strength and L’Occitane en Provence’s improved sell-through.

• APAC contributed 29.7%, while EMEA made up 23.8%.

• Wholesale & online channels now account for nearly 75% of all sales, signalling a shift in how—and where—fragrance-led products are discovered and bought.

This digital and wholesale momentum has particular significance for fragrance, where brand storytelling, sampling, and sensorial marketing are increasingly driven by influencers and online communities.

Fragrance Takeaway for FY2025

In a year of strategic change and retail headwinds, L’OCCITANE Group has managed not just to weather the storm—but to ride a fragrance-first wave of growth, thanks to strong performances from Sol de Janeiro and its enduring flagship brand.

The Group’s direction is clear:

• Double down on sensorial experiences

• Build brands that blend fragrance with function

• And lead with a purpose-first, sustainability-conscious approach that resonates with modern consumers

For fragrance followers, the message is this: the scented bodycare boom and all of its spin offs, aren’t just a trend; it’s fuelling growth strategy.