Dolce & Gabbana is focusing on the Middle East for its beauty expansion, aiming for a global network of up to 70 standalone boutiques after annual wholesale revenues exceeded €1 billion.

The region is one of five priority markets, along with India, Brazil, Mexico, and the U.S., according to beauty chief executive Gianluca Toniolo.

The company plans to open between 50 and 70 boutiques worldwide over the next three years, building on its earlier Gulf strategy.

Late last year, Toniolo outlined plans for up to 20 standalone beauty boutiques across the Gulf over three years, with the UAE and Saudi Arabia leading growth.

The existing Dubai Mall beauty boutique offers a glimpse of the new format, with dedicated consultation areas and a black-and-gold interior.

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This boutique allows the label to present products and provide personal advice, creating direct contact with customers alongside its wholesale distribution.

The expansion follows a period of rapid growth since Dolce & Gabbana brought beauty operations in-house in 2022, moving away from its previous licensing model.

Toniolo said wholesale revenues rose 14 per cent in 2025 and had more than tripled compared with 2022, with another year of double-digit growth expected in 2026.

The next phase combines investment in established fragrances with wider makeup distribution and a complete skincare range, with wholesale remaining the division’s main sales channel.

The commercial challenge is to turn recognition of the fashion label into repeat purchases across a broader beauty offering, with dedicated shops introducing customers to several categories.