LVMH beauty division names new chief operating officer

LVMH has appointed Alexandre Oulès as chief operating officer of its beauty division, according to WWD. Oulès brings extensive experience within the group, having held senior roles at Guerlain and at Celine, giving him exposure to both the fragrance and beauty side of the business and the broader fashion operations that increasingly intersect with it.

The appointment matters because LVMH's beauty division sits at a strategic pivot point. Perfumes and cosmetics have been a steadier performer than some of the group's fashion and leather goods labels amid the recent slowdown in luxury spending, and LVMH has been investing in operational rigour across manufacturing, supply chain and retail execution in the category. A COO with cross-brand experience inside the house, rather than an external hire, signals continuity in strategy while reinforcing operational discipline at a moment when cost control matters more than usual.

It also reflects a broader pattern at LVMH of promoting from within its constellation of maisons to senior group functions, keeping institutional knowledge concentrated among executives who understand the group's culture and its house-by-house dynamics. Watch for how Oulès' mandate plays out on manufacturing capacity, sourcing and margin protection in beauty and fragrance as the group looks to defend profitability in a category that has otherwise proved relatively resilient.

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