As it turns 30, La Phocéenne de Cosmétique buys Laboratoires de Biarritz

A lever for new distribution channels

With its range of natural and organic products developed with environmental respect in mind, Laboratoires de Biarritz is fully aligned with La Phocéenne de Cosmétique’s DNA, centred on natural ingredients and made-in-France production. Initially anchored in the organic retail network, the brand soon expanded into pharmacies and is now distributed in more than 1,200 pharmacies and 800 organic stores across France.

The acquisition will allow La Phocéenne de Cosmétique to tap into new consumers in a fast-growing market. Beyond expanding its distribution channels, it also strengthens the group’s expertise and credibility in organic sun care, a segment in which Laboratoires de Biarritz has emerged as France’s leading brand.

“Laboratoires de Biarritz embodies a demanding and committed vision of cosmetics, perfectly aligned with our history. Their leading position in organic sun care and their established presence in specialized distribution channels provide a powerful lever for accelerating our growth while remaining true to our convictions,” explains Éric Renard, founder and CEO of La Phocéenne de Cosmétique.

Rebranding, innovation, and activation

Organic growth, fuelled by its supermarket brands Le Petit Olivier, Laboratoires Vendôme and Lovea, forms the second pillar of La Phocéenne de Cosmétique’s 2030 plan. By 2025, the French company expects to generate EUR 50 million in revenue and post 6.7% growth in a market that has contracted by 2.4%. The company sells nearly 13 million units annually — roughly one product scanned every two seconds.

Since its acquisition from Bolton Group in 2023, Laboratoires Vendôme has been fully revamped, with a new logo, modernized packaging, production relocated to France, a 360° campaign across TV, social media and print, and national distribution. The brand exceeded EUR 3.5 million in revenue in 2025. Flagship products include its pH 6.5 dermatological soap — unique in supermarkets — and the 2-in-1 Shower Balm offering 24-hour hydration.

Lovea, acquired in 2018 and now the fifth largest player in the supermarket sun care market according to Circana, is experiencing a similar momentum. In 2025, the brand recorded 20% growth in value. Alongside the redesign of its UV line, the brand is introducing a new logo and tagline. It is also expanding into hair care with a curly hair range launched this spring.

Meanwhile, Le Petit Olivier, the company’s cornerstone brand, continues to innovate to sustain its appeal. In March 2026, it launched a new collection of four shower gels with distinctive fragrances — such as orange blossom and grapefruit, or lavender and coconut — complemented by alcohol-free scented mists, a rapidly growing format. At the same time, the Expert Argan and Olive ranges were refreshed with new packaging and enhanced formulas: Expert Argan now features active ingredients recognized for their anti-aging benefits, while the Olive range, designed for normal skin, incorporates moisturizing agents. The Expert Argan range was supported by a television advertising campaign in early 2026, and a major relaunch of the Olive range is planned for 2027, highlighting a patented active ingredient sourced from the company’s olive grove near the Pont du Gard.

Continued international development

Exports currently represent 25% of La Phocéenne de Cosmétique’s revenue and are fully aligned with the trajectory set for 2030. Development is primarily focused on nearby European markets — Belgium, Switzerland, the United Kingdom, Spain, Poland, and Portugal — with a clear commitment to strengthening certain strategic positions, particularly in the UK. “We are doing what is necessary to strengthen our position in the United Kingdom, while consolidating our established markets,” emphasizes Éric Renard.

The company benefits from long-term investments in several markets, including Georgia, where it has operated for over twenty years and generates significant revenue, as well as Chile. Its strong presence in Canada and Morocco further rounds out its international footprint. La Phocéenne de Cosmétique prioritizes direct development whenever possible, particularly in Europe, while relying on distributors in more distant regions.

Beyond mass retail, the historical foundation of its performance, La Phocéenne de Cosmétique now has broader ambitions by positioning itself in the particularly promising pharmacy market. The dynamism of this channel could accelerate growth and allow La Phocéenne de Cosmétique to further establish itself as a global player in the beauty industry.