Apparel and fragrance mainstay Tommy Hilfiger has entered into a global licensing partnership with sustainable beauty maker and distributor Give Back Beauty.
Under the new partnership, Give Back Beauty will hold the licence for the Tommy Hilfiger brand’s beauty and wellness business, which encompasses fragrances, skin care, hair care, body care, cosmetics and home fragrance.
It will commercialise existing Tommy Hilfiger fragrances, including the Impact and Tommy Now franchises – and will also create and commercialise new product lines beginning 2023.
The brand, which was founded by fashion designer Hilfiger in 1992, has been owned by Netherlands-based PVH Corp since 2010, whose roster of brands also includes fellow US fashion and fragrance icon Calvin Klein.
“The partnership with Give Back Beauty marks an exciting new chapter for our Tommy Hilfiger beauty and wellness business,” said Martijn Hagman, CEO of Tommy Hilfiger Global and PVH Europe.
“Harnessing our shared commitment towards creativity, sustainability and innovation, we are confident that Give Back Beauty will accelerate global success for this category, including through the launch of fresh new product lines.
“Give Back Beauty’s strength in the direct-to-consumer market and in engaging with Gen Z and younger consumers will play a key role in further amplifying the reach and impact of our brand.”
Give Back Beauty’s business model centres on sustainability and giving back to the community, with maximised used of recycled and recyclable materials, and a commitment to minimising the use of plastics.
Its existing beauty partnerships include Elie Saab, Chopard and Florence by Mills.
Commenting on the Tommy Hilfiger deal, Corrado Brondi, founder and CEO of Give Back Beauty, added: “We are enthusiastic about this partnership.
"As a quintessential fashion brand with a classic American DNA and meaningful and relevant purpose, Tommy Hilfiger has incredible potential within the beauty industry.
“We will proudly further strengthen its presence whilst driving an elevated brand experience to consumers.”
