VALENTINOBEAUTY

VALENTINOBEAUTY is the beauty business associated with Valentino, the Italian luxury fashion house founded in Rome in 1960. The brand was introduced internationally in 2021 through a long-term licensing and operating partnership between Valentino and L'Oréal. Its launch expanded Valentino beyond couture, ready-to-wear, accessories and leather goods into color cosmetics and fragrance while translating recognizable house codes—Roman identity, couture-inspired glamour, intense color, decorative packaging and the VLogo—into products designed for prestige beauty distribution. The initial offer centered on makeup and fragrance. Makeup was presented as an expressive, inclusive and fashion-led assortment, with complexion products, lip color, eye products and highlighters intended to support multiple looks rather than a single prescribed beauty ideal. The range included products such as Very Valentino foundation, Eye2Cheek color products, Rosso Valentino lipstick and a range of eye and face items. Packaging used vivid colors, transparent and jewel-like components, and Valentino's signature branding to make the products function as both cosmetics and fashion accessories. Fragrance has been another central pillar. The Born in Roma franchise, adapted from Valentino's established fragrance universe, became one of the principal platforms for the beauty business. The collection uses Roman references and contrasting notes to connect the house's heritage with contemporary self-expression. It has included women's, men's and unisex-oriented extensions and has been supported by large-scale advertising and retail launches. Other Valentino fragrance lines, including Voce Viva, have also connected the beauty business to the fashion house's themes of voice, identity and individuality. L'Oréal is responsible for the development, production, distribution and marketing of Valentino beauty under the license agreement, while Valentino contributes the fashion-house creative direction and brand equity. This structure gives VALENTINOBEAUTY access to L'Oréal's global prestige-beauty infrastructure, including department stores, specialty beauty retailers, travel retail and e-commerce. Distribution and product availability vary by country, and the brand is positioned above mass-market cosmetics and alongside other selective-distribution luxury beauty labels. The brand's commercial proposition combines luxury visual codes with relatively accessible entry points compared with Valentino fashion products. Fragrance and lipstick provide lower-priced ways to enter the house, while complexion, eye and face products extend the relationship into routine beauty use. Its messaging emphasizes individuality, color, self-expression and Roman heritage rather than purely functional skincare claims. Skincare has not been the defining pillar of the publicly documented launch assortment; the brand is primarily identified with makeup and fragrance. VALENTINOBEAUTY remains distinct from Valentino S.p.A. as a consumer-facing line, but it depends on the wider fashion house for its name, design language and cultural positioning. As of the latest generally available public information, it is an active international prestige-beauty brand operated through the Valentino–L'Oréal partnership. Detailed standalone financial results, employee figures and a complete current executive roster are not generally disclosed for the brand itself.

VALENTINOBEAUTY developed from the expansion strategy of Valentino, the Italian fashion house established in Rome by Valentino Garavani and Giancarlo Giammetti in 1960. Although Valentino had long been associated with licensed fragrances and beauty products, the modern VALENTINOBEAUTY identity was built through a dedicated partnership with L'Oréal. In 2018, the two companies announced a long-term worldwide license agreement covering the creation, development and distribution of Valentino luxury fragrances and beauty products. The partnership reflected a broader luxury-industry model in which a fashion house contributes brand heritage, creative direction and visual codes while a specialist beauty company manages formulation, manufacturing, regulatory compliance, distribution and much of the commercial infrastructure. For Valentino, the agreement provided a route into a global prestige-beauty market without requiring the fashion company to build a fully independent cosmetics supply chain. For L'Oréal, Valentino added an Italian couture name to its luxury portfolio. The resulting line was introduced internationally in 2021. Its makeup launch translated Valentino's fashion vocabulary into products intended to be visible, collectible and expressive. Red, pink and other saturated tones, geometric forms, the VLogo and couture-style presentation helped differentiate the line in selective beauty retail. The assortment included complexion, lip, eye and face-color products, with foundation and lipstick among its most recognizable categories. The launch also emphasized a broad range of shades and the idea that makeup could be used as an instrument of individual expression rather than as a single standard of appearance. Fragrance remained an essential part of the business. Valentino's Born in Roma franchise connected scent to the house's Roman heritage and to themes of identity, freedom and self-expression. Voce Viva provided another major fragrance platform, linking the product to the idea of finding and expressing one's voice. These franchises gave the beauty operation recognizable pillars across department stores, specialty retailers, travel retail and digital commerce. The brand's ownership context is the ownership context of Valentino S.p.A. Mayhoola for Investments has been Valentino's majority owner, and in 2023 Kering announced an agreement to acquire a 30% stake in Valentino from Mayhoola. That transaction did not change the basic operating logic of the beauty license: VALENTINOBEAUTY continues to be developed and distributed through the Valentino–L'Oréal relationship. Public information about the brand is concentrated on product launches, campaigns, retail distribution and the parent companies' licensing or corporate announcements. Valentino does not generally publish a separate audited income statement for VALENTINOBEAUTY, and a complete brand-level list of current and former executives is not readily available. The brand is therefore best understood as an active sub-brand and licensed beauty business rather than as a separately listed company.

• 2023

  Kering announces a minority investment in Valentino

  [3]Kering to acquire a 30% stake in Valentinokering.com

  Kering announced an agreement to acquire 30% of Valentino S.p.A. from Mayhoola, leaving Mayhoola as majority shareholder.

• 2021

  International launch of VALENTINOBEAUTY

  [2]Valentino Beautyloreal.com

  The dedicated beauty line launched with makeup and fragrance products under the Valentino–L'Oréal partnership.

• 2018

  Valentino and L'Oréal sign a worldwide beauty license agreement

  [1]Valentino and L'Oréal sign a long-term worldwide license agreementloreal.com

  The companies announced a long-term partnership for the creation, development and distribution of Valentino fragrances and beauty products.

A fashion-led prestige beauty line combining Valentino's Roman couture codes, bold color and decorative packaging with L'Oréal's global luxury-beauty capabilities.

• Complexion makeup · 2021

  Very Valentino

  Very Valentino is a complexion range centered on foundation and base makeup. It represents the line's attempt to combine prestige packaging and Valentino branding with everyday complexion use. Product communication has emphasized a natural-looking, buildable finish and a broad shade approach, although exact formulas, shade counts and availability vary by market.

• Lip makeup · 2021

  Rosso Valentino

  Rosso Valentino is the house's signature lipstick family. The range uses Valentino's red-centered visual identity while extending into multiple shades and finishes. Its packaging is designed as a recognizable luxury object, making the product both a makeup item and an accessible entry point into Valentino's wider fashion and beauty universe.

• Eye and face color · 2021

  Eye2Cheek

  Eye2Cheek is a dual-use color product intended for the eyes and cheeks. The format reflects Valentino Beauty's emphasis on flexible, expressive color and on products that can support coordinated or deliberately contrasting makeup looks. The range is associated with vivid shades and the brand's decorative, fashion-oriented presentation.

• Fragrance · 2019

  Born in Roma

  Born in Roma is a major Valentino fragrance franchise with women's, men's and subsequent extensions. Its concept draws on Rome, personal identity and contemporary self-expression. The franchise has served as one of the main global growth and communication platforms for Valentino's beauty business, supported by multiple concentrations and flankers.

• Fragrance · 2020

  Voce Viva

  Voce Viva is a Valentino fragrance franchise built around the idea of expressing one's voice. It broadened the brand's fragrance storytelling beyond purely Roman references and provided a major women's fragrance platform for the Valentino–L'Oréal partnership. Extensions and related formats have been introduced across markets.

• 2021VALENTINOBEAUTY launch campaign

  Global

  The launch campaign introduced Valentino's dedicated makeup and fragrance offer through a fashion-led visual language built around Roman heritage, bold color, individuality and the VLogo.

  Outcome. Established the brand's international beauty identity and supported its entry into selective beauty retail.

  Source
• 2021Born in Roma fragrance communication

  Global

  Advertising and retail communication for Born in Roma connected Valentino fragrance with Rome, personal identity, self-expression and intergenerational or gender-inclusive storytelling.

  Outcome. Reinforced Born in Roma as a principal fragrance platform for Valentino Beauty.

  Source

• 2021

  Launch a dedicated Valentino makeup lineProduct launch

  Background

  The fashion house's beauty expansion required a broader offer than fragrance alone and an assortment capable of expressing Valentino's couture identity in daily-use products.

  Action taken

  The partnership introduced complexion, lip, eye and face-color products alongside the existing fragrance activity.

  Aftermath

  Makeup became a core part of the Valentino beauty proposition, with products distributed through prestige retail and e-commerce channels.

  Source

• 2018

  Adopt a long-term L'Oréal licensing model for beautyStrategy

  Background

  Valentino sought to expand its luxury-brand presence in fragrances and beauty while relying on an established global beauty specialist for product development and distribution.

  Action taken

  Valentino and L'Oréal signed a worldwide long-term license agreement covering Valentino fragrances and beauty products.

  Aftermath

  The agreement led to the international launch of VALENTINOBEAUTY in 2021 and continues to define the operating structure of the business.

  Source

1. 1Valentino and L'Oréal sign a long-term worldwide license agreementloreal.com
2. 2Valentino Beautyloreal.com
3. 3Kering to acquire a 30% stake in Valentinokering.com
4. 4Valentino Beauty official websitevalentino-beauty.com