Tommy Hilfiger links with Give Back Beauty for fragrances and wellness

By

Sandra Halliday

Published
Jan 19, 2022

PVH’s Tommy Hilfiger brand is partnering with Give Back Beauty (GBB), a globally-focused group, for an exclusive worldwide license of the beauty and wellness business under the Tommy Hilfiger brand.

GBB will commercialise the brand’s existing fragrances, including Impact and Tommy Now, and will also create and commercialise new product lines starting in 2023.

“The partnership with Give Back Beauty marks an exciting new chapter for our Tommy Hilfiger beauty and wellness business” said Martijn Hagman, the brand’s global CEO who’s also PVH Europe chief executive. 

“Harnessing our shared commitment towards creativity, sustainability and innovation, we are confident that Give Back Beauty will accelerate global success for this category, including through the launch of fresh new product lines. [Its] strength in the direct-to-consumer market and in engaging with Gen Z and younger consumers will play a key role in further amplifying the reach and impact of our brand.”

The companies emphasised GBB’s strong track record in sustainability “and a business model that gives back to the community”. It maximises its use of recycled and recyclable materials, and is “strongly committed to” minimising the use of plastics.

GBB’s CEO and founder Corrado Brondi said: “We are enthusiastic about this partnership. As a quintessential fashion brand with a classic American DNA, and meaningful and relevant purpose, Tommy Hilfiger has incredible potential within the beauty industry. We will proudly further strengthen its presence whilst driving an elevated brand experience to consumers.”

The beauty firm is the exclusive worldwide partner, under license or other business models, of fashion-driven brands such as Elie Saab, Chopard, Philipp Plein and Iceberg, and of celebrity-driven brands such as Florence by Mills. It also acts as distributor on a local or global scale for other perfume and beauty brands such as Olaplex and Pink Sugar. It sells its products in over 130 countries via other retailers and also direct-to-consumer.