Led by ADVISO PARTNERS, the transaction enabled the sale of INCC, a company specialized in licensed perfumes, to GIVE BACK BEAUTY, a Swiss group in the cosmetics and licensed fragrance sector.
Founded in 1990, INCC is an independent French company specializing in the design, development, marketing, and sale of licensed perfumes. To date, the company holds five licensed brands: Mercedes-Benz, AMG, Maybach, Vilebrequin, and Monaco Parfums.
The expertise and quality of INCC's fragrances are the result of collaborations with renowned master perfumers and leading international design agencies, successfully embodying each brand’s DNA through fragrance and extending their influence.
The Company, which had experienced strong growth, faced significant working capital pressures and a cash flow crisis due to upcoming debt repayments, which led to the appointment of an ad hoc representative, followed by a court-appointed conciliator.
Following a competitive process involving industrial players and investment funds, this transaction will enable INCC to benefit from GIVE BACK BEAUTY’s global reputation to continue its growth trajectory, while allowing GIVE BACK BEAUTY to add prestigious brands to a portfolio that already includes Tommy Hilfiger and Chopard, among others.
Patrizio STELLA, CEO GIVE BACK BEAUTY
"We are thrilled to embark on a dynamic partnership with Mercedes-Benz, a pioneering leader in innovation, sustainability, and environmental management, and the very embodiment of automotive luxury. Just as Mercedes stands for excellence in engineering, we strive to set high standards of quality and ethics in the beauty industry—day in and day out—reflecting the commitment and innovation of our partner. That’s why the start of this wonderful journey is so exciting for all of us."
Eva WIESE, CEO of MERCEDES-BENZ Customer Solutions GmbH
"The licensing partnership with INCC Parfums, which has lasted for over ten years, is a remarkable success story. The high-quality fragrances developed in close collaboration uniquely reflect the DNA and core values of the Mercedes-Benz, Mercedes-AMG, and Mercedes-Maybach brands."
Guillaume CAPELLE, Managing Partner at ADVISO PARTNERS
"We are very pleased to have supported INCC's shareholders in this transfer deal, which attracted interest from industrial buyers across the globe (US, India, Middle East, Europe). Congratulations to GBB and its teams, who presented the best project to INCC's shareholders and the assurance of continuing the ambitious development of Mercedes-Benz and Vilebrequin fragrances."
Customer review on this operation