COTY Stock: A Beneficiary of the Beauty Care Comeback While many public firms enjoyed a remarkable run higher, beauty care behemoth Coty (COTY) was left on the outside looking in. Unfortunately, the COVID-19 pandemic forced millions of people to shelter in place and, in doing so, fundamentally disincentivized the broader personal care segment. Still, with normalization trends brewing – including a return to the office – beauty care could make a comeback. I am bullish on COTY stock. Contrary to the meme-stock phenomenon that catapulted what would otherwise be considered toxically speculative investments, Coty suffered a sharp erosion of market value during the doldrums of 2020.