Darling Recorded Sixty Percent Sales Growth in 2025
The beauty brand expanded its international footprint and diversified its product portfolio throughout the year.
Updated on Oct. 9, 2026 in Beauty
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In 2025, beauty brand Darling achieved a 60 percent increase in annual sales. This growth was fueled by e-commerce expansion and strategic partnerships within the luxury hospitality sector.
Why it matters
The brand's success reflects the effectiveness of prioritizing international markets, which now account for the majority of its total revenue. Diversifying into fragrance and bodycare has further strengthened its global presence.
Darling generated 67 percent of its revenue from markets outside of Italy. Additionally, partnerships in luxury hospitality and special projects accounted for 10 percent of the company's total turnover.
The players
Darling
An Italian beauty brand that originated as a suncare specialist before expanding into fragrance and bodycare.
The details
Founded in 2018 as a suncare line, the company now operates in 25 countries. The brand has since diversified its catalog by entering the fragrance mist category with its Scent-Me Hair & Body product.
Timeline
Darling was founded as a suncare brand in 2018.
The company recorded a 60 percent sales increase in 2025.
Two new Multi-Biotics bodycare products are scheduled to launch in October 2026.
The brand plans to expand into new territories between 2026 and 2029.
Culture Shift
Darling is capitalizing on the shift toward premium beauty and fragrance categories in the global skincare market. By pivoting from a niche suncare label to a diversified lifestyle brand, it aligns with broader industry movements toward holistic personal care.
Consumers can expect new product availability as the brand expands its bodycare line and enters new regional markets like the United States. These additions change the typical shopping options for fans of the brand's established suncare and fragrance mists.
The takeaway
Darling demonstrates that growth for niche beauty brands often relies on balancing a core original product with new categories that appeal to a wider audience. International scaling remains a critical component for maintaining this upward trajectory.
What happens next
The company is scheduled to release two new products in its Multi-Biotics Bodycare line at the end of October 2026.
Further reading
For more updates on current industry trends, explore our Beauty section.
Source note: This article includes information reported by FashionNetwork.
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Do you believe the premium personal care market is currently showing signs of sustained growth?
