Coty has unveiled what it calls a "new company purpose," with a new tagline: Fearless. Forward. You.
The company has reportedly placed "fearless kindness" at the center of its corporate values, impacting processes, the businesses, its partners, employees and, of course, consumers.
Under the new mission, Coty is focused on "products that provide new, innovative and simply better science-based solutions," according to the company, while addressing harmful beauty stereotypes.
The news comes amid Coty's ambition to double its skin care business, while also increasing the number of cruelty-free brands under its banner.
"Beauty has always been, and will always be, at the heart of society and culture," said CEO Sue Y. 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.”
She added, "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."