LONDON — Jeanne Damas has landed in London’s Mayfair with a store for her fashion and sweetness brand, Rouje.

“It’s funny because just a few years ago after I wasn’t searching for boutiques or anything, I used to be walking in London, and I walked on these streets, which I believed were beautiful for shopping,” said Damas, who got here across South Molton Street again when she was looking for a spot for her store.

She plans to open boutiques in key countries, including Spain, Germany and the U.S., which is considered one of her biggest markets, along along with her home country of France.

As an extension of the brand, Damas launched Rouje Beauté line in 2018, which firstly consisted of makeup, but now’s now venturing into skincare via a collaboration with clean beauty retailer Oh My Cream.

“It was really vital for me to be [stocked] there because in France it’s the concept store of fresh beauty,” she added.

Oh My Cream launched in London last winter on the King’s Road.

“I actually have at all times loved coming to London, especially for shopping, nevertheless it seems to me that a latest generation of beauty destinations continues to be missing,” Lévy told WWD on the time, adding that her brand’s holistic approach and stocking of exclusively clean beauty brands fills the gap within the capital city’s market. Her ambition is to “develop into the following favorite beauty destination for English women.”

In the style realm, Damas has teamed up with ‘90s French designer Lamine Badian Kouyaté, founding father of Xuly Bët, who Damas thinks will likely be a shock to many individuals. She said it felt right because they each share similar values, despite the contrast in aesthetic.

She’s even taken the duty of shooting the photographs for the collaboration with Kouyaté — something she’s never tried before.