Mission Statement, Vision, & Core Values (2026) of Puig Brands SA.

Step into the world of Puig Brands S.A., the family-owned Barcelona beauty powerhouse founded in 1914 that now spans over 150 countries with direct operations in 32 and a global team of approximately 11,124 people; with a portfolio starring Carolina Herrera, Jean Paul Gaultier, Paco Rabanne and Charlotte Tilbury, Puig posted net revenues of €4,304 million in 2024 and anchors its corporate purpose in the exact words of its mission and vision-"a home of Love Brands, within a family company, that furthers wellness, confidence, and self-expression while leaving a better world"-while pursuing a 2030 ESG Agenda that targets net-zero emissions by 2050 and channels its five core values-Restless Curiosity, Contagious Enthusiasm, Fairness and Respect, Entrepreneurial Audacity and Shaping Tomorrow-into every brand, innovation and sustainability initiative.

Puig Brands SA (PUIG.MC) - Intro

• Global footprint: >150 countries, direct operations in 32
• Employees: ~11,124 worldwide
• 2024 net revenues: €4,304 million
• Core brands: Carolina Herrera, Jean Paul Gaultier, Paco Rabanne, Charlotte Tilbury

• Be the reference in premium fragrance, cosmetics and fashion
• Combine heritage brands with new, disruptive creativity
• Deliver sustained, profitable growth through premiumization

• Creativity: Prioritizing artistic direction and visionary design in products and campaigns
• Entrepreneurship: Family-owned agility with long-term investment horizons
• Excellence: Premium craftsmanship, selective distribution and strict quality standards
• Diversity & Inclusion: Fostering diverse creative teams and inclusive workplace practices
• Sustainability: Integrating ESG into brand and manufacturing decisions

• Culture: Creative, family-rooted, brand-centric environment emphasizing artistic freedom and commercial discipline
• Talent development: Continuous learning, leadership programs and cross-brand mobility across 32 direct markets
• Innovation: Investment in product R&D, digital commerce, data-driven CRM and experiential retail

• 2024 net revenues: €4,304 million - reflecting sustained demand for premium products
• Brand portfolio strategy: Balance of heritage icons (Paco Rabanne, Carolina Herrera) and contemporary entrants (Charlotte Tilbury)
• Distribution: Selective retail partnerships, own boutiques, and growing e-commerce channels

Puig Brands SA (PUIG.MC) - Overview

• Emotional resonance: The 'Love Brands' imperative channels investment into storytelling, product quality, and long-term customer relationships rather than short-term promotional wins.
• Family company culture: Decision-making emphasizes stewardship, multi-generational continuity, and slower-moving, mission-aligned capital allocation compared with pure financial players.
• Wellness, confidence & self-expression: Product pipelines and marketing strategies prioritize formulations, experiences, and communications that promote personal wellbeing and identity.
• Leaving a better world: Corporate targets-most prominently a commitment to achieving net-zero greenhouse gas emissions by 2050-directly influence operations, packaging, and supplier engagement.

• Investment and brand strategy: Puig channels significant spend into marketing, creative development, and selective M&A to grow 'Love Brands' with high emotional equity.
• Product development lens: Fragrance and beauty innovations aim to balance sensory/creative differentiation with cleaner formulations and improved lifecycle impacts.
• Governance alignment: Family-ownership ethos is paired with professionalized governance to ensure accountability on sustainability, financial performance, and brand stewardship.

Puig Brands SA (PUIG.MC) - Mission Statement

• Home of Love Brands: building emotionally resonant fragrance, fashion, and beauty labels that foster consumer loyalty and self-expression.
• Family company ethos: long-term stewardship, entrepreneurial governance, and reinvestment into people and brands.
• Wellness and confidence: product portfolios designed to enhance wellbeing, personal care, and self-esteem.
• Leaving a better world: measurable sustainability targets across carbon, circularity, and social impact.

• Brand development: targeting emotionally charged storytelling, heritage preservation, and collaborations to amplify self-expression.
• Product innovation: investments in formulations, fragrance technologies, and wellness-oriented product lines.
• Sustainability: targets for carbon reduction, responsible sourcing, packaging circularity, and water stewardship embedded in supply chain KPIs.
• Community and social impact: campaigns, foundations, and partnerships that support inclusion, wellbeing, and local communities.
• Corporate governance: family stewardship model balancing long-term value creation with stakeholder accountability.

• Revenue growth and market share by region and brand (to track Love Brand traction).
• Net Promoter Score (NPS) and brand equity metrics (consumer connection and confidence).
• Sustainability KPIs: scope 1-3 emissions, % recycled/renewable packaging, water use intensity.
• R&D to revenue ratio and time-to-market for wellness-focused innovations.
• Employee engagement and diversity metrics supporting a family-company culture.

Puig Brands SA (PUIG.MC) - Vision Statement

• Restless Curiosity - Constant market scanning, consumer insight and R&D investment to identify disruptive product and experience opportunities.
• Contagious Enthusiasm - A creative, high-energy culture that accelerates brand-building and commercial execution across 150+ markets.
• Fairness and Respect - Transparent governance, supplier standards and stakeholder engagement that underpin brand trust.
• Entrepreneurial Audacity - Rapid product-and-channel experimentation, M&A discipline and bold brand bets to capture new growth vectors.
• Shaping Tomorrow - Committing to sustainability targets, circularity and social impact while delivering financial returns for reinvestment.

• Restless Curiosity: annual innovation pipeline targets (new SKUs and brand extensions) and digital project KPIs; digital commerce growth has been a double-digit contributor to recent revenue increases.
• Contagious Enthusiasm: investment in creative content and retail activations, with marketing-to-sales ratios kept high to protect brand equity-marketing spend represented roughly one-fifth of revenue in recent years.
• Fairness and Respect: supplier code-of-conduct coverage, audited factories and social programs; sustainability reporting aligning with science-based targets and Scope 1-3 reduction plans.
• Entrepreneurial Audacity: selective M&A and licensing deals to broaden portfolio, supported by a lean decision framework that targets accretive returns and payback in 3-5 years.
• Shaping Tomorrow: measurable ESG commitments (energy, waste and packaging targets), rising share of sustainable SKUs, and investment in circular initiatives across supply chain and retail.

• Geographic mix and resilience: diversified revenue base across Europe, Americas and Asia, smoothing macro volatility.
• Margin profile: strong gross margins driven by brand pricing power; operating leverage evident as marketing efficiency and scale improve.
• Capital allocation: balanced between brand investment, targeted acquisitions and maintaining a conservative leverage profile to preserve optionality.