Coty, one of the world’s largest beauty companies, is revamping its corporate identity with a new company purpose: “together, we unleash every vision of beauty.”
 
The introduction of this framework represents the next phase in Coty’s growth under the vision and leadership of CEO, Sue Y. Nabi.
 
“Beauty has always been, and will always be, at the heart of society and culture,” says Nabi. “The question of what is beautiful has built and fueled our industry through time. We believe that today, no one can control or should dictate what is or is not beautiful. Beauty is formless, like water, a constantly evolving and adapting concept. Therefore, we need to UNDEFINE the notion of beauty.”
 
In pursuit of its purpose to unleash every vision of beauty, Coty is on a mission to create forward thinking beauty: products that provide new, innovative, and simply better science-based solutions.
 
A key part of this new perspective is a belief in working together and with the wider beauty industry on a singular mission of breaking down barriers in beauty. This ambition from Coty acknowledges the role and responsibility of the beauty industry to address harmful stereotypes and transform for the 21st Century.
 
Sue Y. Nabi continues: “Co-creation is at the heart of what we do. It is to business as symbiosis is to nature. Together, we can not only solve the problems we face, but create synergies that will lead to innovations that will surpass anything we could have created alone. Collaboration is the catalyst for creating forward-thinking beauty. In synchrony with our people, our partners, and our customers, we will develop products that provide new, innovative, and simply better science-based solutions. Together, we will make over the world of beauty.”
 
Following a business-wide review, Coty has gone a step further, codifying its corporate values under the framework of fearless kindness – its processes, businesses, and people are now anchored in this philosophy. Coty says it sees fearless kindness as a strength; a value to live by and a commitment to stand by. This vision was launched internally over the summer,
 
Coty encapsulates its new identity under a tagline which invites all its associates, partners, consumers and beyond to join the movement: Coty, Fearless. Forward. You.