Estee Lauder targets mid-single-digit organic net sales growth through fiscal 2030 as it revamps operations in mainland China, following four consecutive quarters of positive organic revenue expansion there.
Chief executive Stéphane de La Faverie, who took leadership in 2025, also aims to lift adjusted operating margin to between 16.5 per cent and 18.5 per cent by the end of that period, backed by double-digit annual gains in adjusted earnings per share.
The company laid out the targets during its Capital Markets Experience event in Shanghai on Wednesday. Mainland China accounted for US$3.1 billion in net sales during the group’s most recent fiscal year, delivering roughly 20 per cent of worldwide revenue. In the latest quarter, China generated US$614 million, beating consensus analyst forecasts of US$579 million, while group fragrance sales led overall demand.
Management plans to apply the commercial turnaround strategy tested at Mac Cosmetics across slower brands in its stable, specifically identifying haircare label Aveda for the overhaul. That shift relies on faster product cycles, increased store-level marketing, and expanded merchant shelf space inside Sephora retail shops and on the TikTok Shop platform.
Product formulations will lean heavily on the company’s dedicated innovation centre in Shanghai, which crafts formulations and commercial campaigns tailored directly to East Asian consumer preferences.
“When you understand the local consumers and you put yourself into their culture and you give them their product, the experience, the claims that they want to hear that matters to them, then that’s how you build brand love,” he said.
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