PARIS – Nathalie Elbaz has been named chief executive officer of beauty brand Officine Universelle Buly 1803, starting Oct. 15, in keeping with an internal memo released on the brand’s parent company LVMH Moët Hennessy Louis Vuitton.

Elbaz will likely be based in Paris and report back to Stéphanie Medoni, executive president of LVMH Beauty.

Elbaz succeeds Anne-Véronique Bruel, who led Buly through its integration into LVMH after the luxurious group acquired the brand in October 2021.

Bruel is to tackle a latest role that will likely be announced shortly, in keeping with LVMH.

Elbaz has greater than 20 years’ experience in the luxurious and wonder industries. She signed on to LVMH in 2005 as trade marketing manager for Guerlain France. The chief then rose through the ranks of the brand and launched its fragrance La Petite Robe Noire, which was a blockbuster in its home market.

She has been general manager France for Guerlain since 2015, where she “has remarkably contributed to elevating the brand’s image, improving operational execution, especially in direct retail, in addition to expanding Guerlain’s footprint inside the market,” in keeping with LVMH.

Prior to working there, Elbaz was at L’Oréal, holding positions comparable to marketing manager for Lancôme and skincare group manager for the general company.

She began her profession at Arthur Anderson, first as a financial auditor, after which she joined the consulting division. Elbaz holds a master’s degree in management from ESCP Business School.

For nearly 4 years prior to acquiring Buly, LVMH, through its Luxury Ventures minority investment fund, supported and assisted the brand. Buly was the primary investment made by the fund, in October 2017.

The Buly acquisition marked the one time a brand supported by LVMH Luxury Ventures was acquired by the LVMH group, which has 75 other brands in its portfolio.

Buly was relaunched by Victoire de Taillac and Ramdane Touhami in 2014.

“I sell dreams,” said Touhami in August 2014, during an interview with WWD, while discussing the natural beauty brand.

Buly has a fictional quotient, too. Its idea got here partially from reading Honoré de Balzac’s novel “César Birotteau,” which was inspired by a late 18th-century perfumer named Jean-Vincent Bully, whose signature brand helped establish French perfumery.

More concretely, Touhami had long desired to mine the world’s time-proven beauty secrets. He did that for 3 years to assist stock Buly’s boutique with the likes of emu oil from Australia (for its healing and antiseptic qualities); poppy powder from Morocco (for its lip-coloring ability), and water-based fragrances (for his or her gentleness and moisturizing properties).

There have been even boxwood hair combs painstakingly handmade in Japan, boar’s hair toothbrushes, scented matches and an expansive clay selection with green desert, blue, illite green and yellow clay, each with various beautifying purposes.

Buly’s namesake products, made in France the old-fashioned way, without parabens, phenoxyethanol or silicon — including body, face and residential items — are housed in handsome picket display units crafted in 18th-century style. The ground tiles within the initial store on Paris’ Rue Bonaparte were fired in Sicily’s ancient Etruscan kilns, and tabletops are product of marble.

Said Touhami: “If you come here, you wish time, since it’s a visit.”

Walk right into a Buly store, and time is supposed to stop, de Taillac has explained.