PZ Cussons, the Manchester-based maker of Carex and Imperial Leather, has reported a rise in annual sales and profits, driven by cost-cutting measures and increased marketing investment. The company said turnover reached £541 million for the year ending May, up 5.8% on a like-for-like basis compared with the previous year.
Revenue growth driven by pricing and brand collaborations
Revenue growth was primarily fuelled by pricing strategies, while sales volumes also climbed marginally. In the UK, washing and bathing brands including Carex, Imperial Leather, Original Source and Sanctuary Spa were key growth drivers, especially after a strong Christmas gifting season. The company highlighted brand-building collaborations such as featuring The Gruffalo and Zog animated characters on Carex handwash, and Original Source bodywash sponsoring a London Hyrox event and teaming up with celebrity ambassador Spencer Matthews.
These efforts helped counterbalance a drop in sales for smaller brands such as haircare range Charles Worthington and self-tanning label St Tropez.
Marketing spend and digital innovation
PZ Cussons said its marketing expenditure rose by £3.5 million during the year, representing its highest spend in recent years. The company has also tested live-streaming shopping in markets like Indonesia, while St Tropez was recently introduced on TikTok Shop in the UK.
Portfolio streamlining and cost reduction
The firm said it had streamlined its portfolio over the past year to bolster its balance sheet and concentrate more sharply on its top-performing categories of personal, home and baby care. This included divesting its stake in a Nigerian joint venture, offloading a number of assets across Africa and Asia, shutting its US offices, and closing the Childs Farm office in the UK following its integration into the wider business.
"We have also simplified or streamlined a number of business processes through the use of AI tools and data analytics," the company said in a statement.
Profit growth and CEO comments
The cost-cutting measures helped drive PZ Cussons's pre-tax profit up to £50 million, representing a 22% year-on-year increase.
Chief executive Jonathan Myers said: "We delivered a strong trading performance in FY26 (the 2026 financial year), with revenue growth across each of our four lead markets and each of our top 10 brands."
"At the same time, we completed our strategic review and established a refreshed strategy with a clearer financial framework and capital allocation policy."
He described it as a "more focused and resilient business", adding: "While there is plenty more to do, and we are mindful of macro-economic uncertainties, we are well placed to continue delivering sustainable growth."
