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30 Aug

French Eco-Luxury Beauty Brand La Bouche Rouge Placed in

PARIS — French eco-luxury beauty brand La Bouche Rouge has been placed in receivership.

The Paris-based cosmetics label filed for court protection on July 25. In keeping with the receivership filing, administrative receiver firm BCM has been appointed as administrator, while Paris-based firm Asteren has been appointed to represent creditors.

Representatives for La Bouche Rouge couldn’t be immediately reached for comment.

Under the procedure filed with the Tribunal de Commerce de Paris, the running of the business is just not impacted as the corporate seeks to implement payment plans to pay its debts, or the sale of its assets and activities.

Best known for its luxury, plastic-free refillable lipsticks, La Bouche Rouge was founded in 2017 by Nicolas Gerlier, a L’Oréal veteran, who desired to create the primary cosmetics brand worldwide to ban microplastics and plastics from every part, including product formulation, manufacturing and selling.

Gerlier coined the term “blue beauty” to clarify an approach that doesn’t just involve clean formulas and packaging, but in addition clean merchandising, production processes and provide chains.

Reached by WWD, Gerlier said selling the corporate was on the table, with discussions underway, noting that the brand “never had more desirability and traction than this yr.” 

He stressed that it was essential “not [to] change the vision and commitments that I desired to defend” from the brand’s inception and that he would only remain on the brand “if the project is serious and respects the values of the corporate.”

La Bouche Rouge made its U.S. debut via a hook-up with The Webster and has since collaborated with numerous make-up artists and other labels, including inside-out beauty company Aime Skincare and footwear brand Gianvito Rossi.

A 2020 funding round saw the corporate raise 2.5 million euros from French public investment bank BPI and business angels.

Last yr, the corporate raised an extra 10 million euros from investors Mirabaud Lifestyle Impact & Innovation, the Chalhoub Group and BPI to fuel its next steps, including stepping up its communication and opening recent territories equivalent to China and the Middle East.

It had 22 product references on the time, comprising a full make-up range for lips, eyes and face, and has since launched its first perfume range, with five fragrances in refillable leather-covered glass bottles. 

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