Coty Doubles Down on Dollar Stores and E-Commerce to Drive Inclusive Growth

Coty is expanding its focus on both value retail and digital commerce as part of a channel strategy designed to make beauty more accessible — and scalable — across income levels and geographies.

Speaking to analysts, Coty CEO Sue Nabi emphasized the brand’s success in dollar stores, noting strong volume growth in affordable fragrance and cosmetics lines. The company sees these outlets as a key driver for reaching underserved consumers and expanding penetration in the U.S. market.

At the same time, Coty continues to invest in e-commerce and direct-to-consumer platforms globally, aiming to capture digitally native shoppers while improving margins through stronger data and personalization capabilities.

Together, the value and digital push reflects Coty’s broader ambition: building a beauty business that scales through both aspiration and accessibility.

corpbrief insight:

Beauty doesn’t scale from the top — it scales from the middle. Coty’s channel mix shows how modern brand builders grow by showing up where the margins are tight but the volume is real.