Coty Ink partners with German model Lena Gercke to produce first LeGer fragrance

Coty continues to aggressively expand its fragrance licensing portfolio. The global beauty company has signed a long-term licensing agreement with German model and TV host Lena Gercke to develop, produce and distribute LeGer’s first fragrance.

"Lena's fashion brand LeGer is one of Germany's fastest growing personal fashion brands, creating unique and timeless pieces that empower women through fashion. We are delighted to be working with Lena to establish her presence in the beauty market with a fragrance that is truly hers," said Stefano Curti, Chief Brand Officer, Coty Consumer Beauty.

The new LeGer fragrance will form part of Coty's mass fragrance portfolio and is expected to be launched in the DACH region this summer.

Lena Gercke launched her fashion brand LeGer by Lena Gercke in 2017 in partnership with online retailer AboutYou. By 2019, LeGer was named Germany's most successful personal brand, and the following year, Gercke moved the now-independent company to Berlin. Since then, LeGer has expanded into furniture and home accessories under the name LeGer Home, and now takes it a step further under the name LeGer Beauty.

"Partnering with Coty marks another big step for the brand into beauty. I’m excited to work with an industry leader to develop a fragrance that symbolizes the spirit that underpins LeGer’s creations: The idea of being able to express yourself freely and feel confident and comfortable with yourself,"added Lena Gercke, CEO and founder of LeGer.

The partnership comes as Coty continues to diversify its fragrance licensing portfolio. The company also has licensing deals with Burberry, Gucci, Davidoff and Hugo Boss, and more recently, Etro, Marni and Bruno Banani.