JPMorgan downgrades Puig Brands stock on fragrance market slowdown

Published 09/10/2025, 08:24
JPMorgan downgrades Puig Brands stock on fragrance market slowdown

Investing.com - JPMorgan downgraded Puig Brands SA (BME:PUIG) from Overweight to Underweight and slashed its price target to EUR12.50 from EUR25.00 amid concerns over a slowdown in the fragrance market.

The investment bank cited Puig’s vulnerability within European Beauty, noting that fragrances account for 72% of revenue and 86% of EBIT in fiscal year 2025 estimates, making the company particularly exposed to sector headwinds.

JPMorgan lowered its FY25/26 adjusted EPS estimates by approximately 2% and 12% respectively, factoring in slower top-line growth led by fragrances, with adjusted EBIT decline intensified by operating deleverage and higher tariff impact into FY26.

The new price target of EUR12.50 values Puig at 13x PE26e and 9x EV/EBITDA26e, representing a 10% discount to the broader European HPC sector, which trades at 15x PE and 10x EBITDA (excluding L’Oréal).

While JPMorgan acknowledged that Puig should outgrow the Beauty market longer-term, as evidenced by historical share gains in fragrances and opportunities in skincare and makeup, it expects the market to challenge the company’s current growth ambitions amid increasing competition from disruptive brands in makeup.

This article was generated with the support of AI and reviewed by an editor. For more information see our T&C.

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