Coty is expanding Boss Bottled, the nearly three-decades-old flagship franchise within its Boss fragrance business, to women’s fragrance for the first time. The aim is to turn its strength with male consumers into a broader, dual-gender business.Boss Bottled Beyond for Her will debut in travel retail before launching in Boss’s stronger European markets on September 1. The U.S. rollout will follow in February 2027. Jessica Chastain, Becky G and Olympic long-jump champion Tara Davis-Woodhall front the campaign, representing film, music and sport. Each serves as a global ambassador — female counterparts to the existing Boss Bottled Beyond ambassador lineup of Bradley Cooper, Maluma and Vinícius Júnior.
More than 100 million bottles of Boss Bottled have been sold since the franchise launched in 1998, according to Coty. In 2025, the franchise ranked No. 2 in men’s fragrance by sales value and No. 1 by sales volume across the U.K., Spain, Italy, Germany and France, according to the company. It gained market share in Germany, the U.K., Spain, France, Canada and Mexico following the launch of Boss Bottled Beyond for Him in September 2025. Boss’s other major men’s fragrance franchises include Boss The Scent and the Hugo fragrance line.The expansion gives Coty access to a much larger customer segment: Women drove more than 70% of global perfume-market revenue in 2025, according to Grand View Research.
