Puig has unveiled in its new roadmap "Vision 2032", presented this Thursday, that it will intensify its bet on the United States through the expansion of its presence with entry into Amazon with prestige fragrances and dermocosmetics, as well as with a greater presence in Sephora.
The CEO of Puig, José Manuel Albesa, detailed this strategy during the Capital Markets Day that the multinational is holding in Madrid, where it has placed as one of the priorities the boost of the business in the U.S. market, after this country accounted for 21% of its sales in 2025 and established itself as its main market globally.
"The United States is no longer a market in which we must build our presence, but one in which we must expand our scale.
We will continue accelerating the excellent results achieved there in recent years", Albesa noted, recalling that this market has been a strategic focus for Puig in the last five years.
Since 2021, the company has increased its share by two points in both fragrances and makeup in the United States and, according to the executive, maintains a positive trend in both categories.
To consolidate that advance, Puig plans to combine the expansion of its niche portfolio with new distribution channels, among which stands out the addition to Amazon United States with prestige fragrances and dermocosmetics, in addition to a greater penetration in Sephora and Ulta. "We will continue accelerating the excellent results achieved in recent years*, he assured.
Albesa has linked the consolidation of Puig in the United States with the desire to now strengthen its position in Asia-Pacific, a region that contributed 11% of the group's revenue in 2025.
"With our position now firmly consolidated in the United States, we are prepared to face the Asian challenge", he pointed out, advancing that the company will concentrate its efforts in this area in the coming years.
The top executive explained that Puig has acted with "prudence" and increased its presence gradually in Asia-Pacific, waiting for the ideal moment to accelerate its development. *The time has come for Puig to establish a true stronghold in Asia-Pacific*, he stated.
According to the company, Asia-Pacific is a key growth lever, since the region accounted for 39% of the global beauty market in 2025, compared with the 11% that it represented in the group's sales.
In the coming years, the multinational will deploy a strategy adapted to each area, with special emphasis on niche brands and Charlotte Tilbury in Northeast Asia. To support this long-term growth, Puig plans to create subsidiaries in Thailand, Indonesia and Vietnam between 2027 and 2028, which will be added to the already existing structure in the region.
In addition to the strengthening in the United States and Asia-Pacific, Albesa has emphasized that Puig will continue working to increase its share in the "travel retail" channel. In the fragrance segment, the company has raised its participation from 9% to 13% in the last four years.