Question · Q2 2026
Dara Mohsenian from Morgan Stanley asked for an update on the U.S. business, specifically the extent of the shift towards higher-growth channels versus heritage channels, the current percentage mix, and the ongoing brand evolution plans to transition brands into these new growth avenues.
Answer
Stéphane de La Faverie, President and CEO, stated that department store penetration in the total U.S. business is decreasing to 30% or less, with some brands having much lower reliance. He highlighted rapid penetration into online players like Amazon (12 brands in the U.S.) and TikTok Shop, as well as increasing presence in specialty multi (MAC entering Sephora) and direct-to-consumer channels (brand.com, luxury fragrance freestanding stores). He emphasized that while department stores remain strategic for some brands, the company is moving where the consumer is, with most volume growth coming from high-growth channels and strong performance from brands like The Ordinary.
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