Grace de Monaco is striving to become the next big beauty-accessories lifestyle brand, hoping to rival the likes of Hermès but with a luxury-for-good edge.
Over the next four years the luxury maison will expand its portfolio beyond fragrances and silk scarves to include new beauty and accessory categories body care, make-up and sunglasses.
The three-year-old start-up hopes the move will expand its reach and cement its name as a premium player in the luxury goods space by 2028.
Grace de Monaco is a subsidiary of the Princess Grace Foundation USA built on the principle of luxury-for-good, with 100% of profits donated to charity to support emerging artists in film, dance and theatre.
This is not a pivot but an extension of what the original concept for the brand was
The brand pays tribute to the late American actress Grace Kelly, known for movies such as Dial M for Murder, who became Princess of Monaco after marrying Prince Rainier III in 1956.
“The luxury goods brands I respect greatly that have entered these spaces are established luxury maisons or couture names like Hermés or Tom Ford [fashion houses that have expanded into beauty],” Grace de Monaco CEO Claudia Poccia told Cosmetics Business.
“And the reason [consumers] believe in them is those strong brand standards and that they represent the ‘best in class’ in their segments, and that will be the approach we take.”
The luxury-for-good business estimates its expanded beauty category will account for 60% to 65% of Grace de Monaco’s revenue by 2028, according to Poccia’s long term plan.
Grace de Monaco's portfolio is inspired by Princess Grace's life (Image credit: Howell Conant PG)
Body care and make-up will join the brand’s existing portfolio of candles, diffusers and trio of fragrances – Promenade Sur Le Rocher, Danse Étoilée and Ombre Sereine – which are said to
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