Beauty powerhouse Coty has today unveiled its new corporate identity, centred around the value of ‘fearless kindness’, alongside a new company purpose as follows: ‘Together, we unleash every vision of beauty’.

The company says the introduction of the framework represents the next phase in its growth, under the leadership of CEO Sue Y. Nabi.

“Beauty has always been, and will always be, at the heart of society and culture,” said Nabi.

“The question of what is beautiful has built and fuelled 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.”

The move highlights Coty’s mission to ‘create forward thinking beauty’, including ‘products that provide new, innovative, and simply better science-based solutions’.

It also speaks to the company’s rich history of innovation and as a home for brands that ‘have been empowering people to express themselves and create their own vision of beauty’.

A key part of the new perspective is a belief in working together, and with the wider beauty industry, to ‘break down barriers in beauty’.

This ambition, says Coty, ‘fearlessly acknowledges the role and responsibility of the beauty industry to address harmful stereotypes and transform for the 21st century’.

“Co-creation is at the heart of what we do,” explained Nabi.

“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 codified its new corporate values under the framework of ‘fearless kindness’, meaning that all of its processes, businesses and people are now anchored in the philosophy.

The vision was launched internally over the summer, receiving ‘overwhelming support’ of Coty’s 11,000 associates around the world.

The new identity is encapsulated under the tagline: ‘Coty, Fearless. Forward. You’.