Molton Brown to preview fragrance innovation and GTR growth plan in Cannes

Kao-owned brand Molton Brown will unveil the next chapter of its brand evolution at the 2025 TFWA World Exhibition (Riviera Village, RE11), showcasing its ongoing commitment to innovation in global travel retail.

The brand will once again exhibit alongside fellow Kao luxury brands: Japanese premium skincare brand SENSAI and luxury haircare brand Oribe, reinforcing Kao’s commitment to drive growth in the luxury beauty segment.

Molton Brown is building on a strong travel retail performance in 2025, marked by double-digit fragrance growth and a series of impactful brand activations. The company will continue to elevate its presence in the channel with immersive sensorial beauty experiences and a curated product strategy designed for the discerning global traveler.

At this year’s Cannes show, Molton Brown will preview its new luxury fragrance collection, Tea Ceremony. Tying in with Kao’s Japanese roots, Tea Ceremony marks a bold new chapter in Molton Brown’s olfactory story and will launch in February 2026. This sensorial tribute to the ceremonial Japanese tea ritual was crafted by Senior Perfumer Mathieu Nardin. The fragrance combines a crisp green opening, a heart of earthy matcha and green tea, and a distinctive, woody dry-down.

In addition to this new fragrance, Molton Brown will also showcase a curated selection of best-sellers from its Fragrance, Body & Home collections, highlighting its signature ‘Cleanse Wear Live’ proposition and fragrance concept – offering travelers a personalized scent experience across all categories.

Strategic expansion ahead

Fragrance remains a key driver for Molton Brown, with travel retail having a +20% year-to-date fragrance mix growth and a +2% year-on-year uplift contributing to an overall +14% year-to-date growth in the fragrance category.

First-half highlights have included a full Heathrow takeover to support the launch of the Bluebell & Wild Strawberry fragrance, featuring a striking debut Contentainment site at T3; eye-catching windows and wall wraps across all terminals; and prominent placement in the airport’s ‘Best of British’ digital screen campaign.

Earlier this year, Molton Brown’s flagship London Heathrow T5 boutique underwent a premium refit, with the incorporation of a bespoke gifting wall, ribbon station and complementary engraving all further elevating the shopper experience.

Looking ahead, Molton Brown will further consolidate its travel retail footprint with a strategic focus on key locations, as it continues to support long-term brand awareness and sustained growth in the channel.

“As one of the leading global brands in Kao’s global cosmetics portfolio, we are proud to build on a successful year in travel retail, where our focus on fragrance and immersive experiences has truly resonated with travelling consumers,” commented Anjun Murari, VP of Global Sales Channels and Strategic Development at Molton Brown.

“The launch last year of our New Brand World has driven real impact in the channel, strengthening our fragrance authority and engaging a broader audience across all platforms. We are excited to present the next chapter of Molton Brown’s story at this year’s Cannes show and look forward to reconnecting with our key partners to explore new opportunities.”

Molton Brown’s recent initiatives and presence in Cannes alongside Oribe and SENSAI underscore Kao’s efforts to drive growth in the luxury beauty segment, with a focus on skincare, haircare and cosmetics, and support the company’s Global Sharp Top Strategy – focused on investment in sectors where Kao can establish a leading market position through high-value offerings and unique market propositions.

With their strong blend of high-quality craftsmanship, sensorial luxury, and distinctive brand heritage, Molton Brown, SENSAI and Oribe are uniquely placed to strengthen Kao’s position in the luxury segment and capture the rising global demand for premium, experience-led products.