Yesterday, L’Oréal plans to sell its cosmetics brands Decléor and Saint-Gervais Mont Blanc to the newly established French group Cospal for an undisclosed amount. This decision comes as part of L’Oréal’s strategy to streamline its brand portfolio and focus on core areas of its business.
Cospal, founded and led by Matthieu Lesieur, aims to carve out a significant presence in the thriving beauty and wellness sector. Lesieur highlighted the acquisition as a pivotal moment in Cospal’s growth trajectory, stating, “Rejuvenating two iconic brands like Decléor and Saint-Gervais Mont Blanc is a unique opportunity to preserve their heritage while breathing into them a new, innovation-driven impetus.”
The transaction also marks a return of sorts for Lesieur, whose father, Hervé Lesieur, acquired Decléor in the late 1980s. Founded in the 1970s, Decléor gained renown for its expertise in aromatherapy.
It was sold to Japanese group Shiseido before being acquired by L’Oréal in 2014 for €230 million, alongside the Carita brand. Decléor transitioned through several divisions within L’Oréal, eventually being discontinued as the company shifted focus to its dermocosmetics brands. Lesieur plans to revitalize Decléor by redefining its product range, reintroducing it to the market, and restructuring its distribution strategy.
For Saint-Gervais Mont Blanc, the deal includes the acquisition of its European dermatological spa centre, a popular destination attracting over 100,000 visitors annually, as well as the skincare brand primarily distributed through pharmacies. Lesieur emphasized the importance of leveraging prior investments and creating synergies between the spa centre and the skincare line to strengthen the brand’s market presence.
