Recently, the French luxury cosmetics brand La Bouche Rouge announced its sale to Beauty Brands Global after filing for bankruptcy in July. La Bouche Rouge was founded in 2017 by Nicolas Gerlier, a former employee of L’Oréal. The brand aimed to create the world’s first cosmetics brand that strictly prohibits the use of microplastics and plastics in its product formulas, manufacturing, and sales processes. In late 2017, La Bouche Rouge became a focal point of the Cosmet’up beauty incubation program under the LVMH Group, due to its environmentally friendly concept.
It is worth mentioning that La Bouche Rouge has counters in Beijing, Shanghai, Chengdu, and Xi’an in China, as well as a flagship store on Tmall. The price of a single lipstick refill is around 350 yuan ($47.9), while the lipstick case is priced at around 620 yuan ($84.9).
Beauty Brands Global, the acquiring company, is a new company founded by Dilesh Mehta, the chairman of Designer Parfums. It is based in Dubai and owns multiple fragrance and cosmetics brands, including Aigner Parfums and Cerruti 1881.
Dilesh Mehta stated, “La Bouche Rouge has a unique and innovative sustainable business model that aligns perfectly with my vision and represents our move towards eco-luxury brands.”
To ensure a smooth acquisition and preserve the brand’s French heritage, Beauty Brands Global will establish a new company in Paris and retain its laboratory in Orléans. Florence Rollet, who previously held executive positions at Tiffany and Coty, will join the brand as CEO, while founder Nicolas GerRecently, the French high-end cosmetics brand La Bouche Rouge announced its sale to Beauty Brands Global, after applying for bankruptcy in July. La Bouche Rouge was founded in 2017 by Nicolas Gerlier, a senior employee at L’Oréal, with the aim of creating the world’s first cosmetics brand that prohibits the use of microplastics and plastics throughout its product formulation, manufacturing, and sales processes. It became a key incubation project under LVMH’s Cosmet’up beauty program, focusing on its environmentally friendly concept.
Notably, the brand has counters in Beijing, Shanghai, Chengdu, and Xi’an in China, as well as a flagship store on Tmall, with lipstick refills priced around 350 yuan and lipstick cases priced around 620 yuan.
Beauty Brands Global, founded by Dilesh Mehta, the chairman of Designer Parfums, is headquartered in Dubai and owns several fragrance and cosmetics brands, including Aigner Parfums and Cerruti 1881.
Dilesh Mehta stated, “La Bouche Rouge has a unique and innovative environmentally friendly business model that not only aligns with my vision, but also signifies our move towards sustainable luxury brands.”
To ensure a smooth acquisition and retain the brand’s French identity, Beauty Brands Global will establish a new company in Paris and maintain its laboratory in Orléans. Florence Rollet, previously an executive at Tiffany and Coty, will join the brand as CEO, while founder Nicolas Gerlier will serve as the creative director.
