French Beauty Co. is a company that offers a range of French pharmacy beauty products and brands through their online boutique. A few months ago, they celebrated their 7th birthday (just as we will next month!). We spoke to Émilie, the Marketing Manager at French Beauty Co.
THE BEGININGS OF FRENCH BEAUTY CO.
Congratulations on the 7th anniversary of French Beauty Co. which you celebrated a few months ago. How and why was French Beauty Co. born in 2017?
Thank you very much! French Beauty Co. was born out of a shared passion for French pharmacy beauty products and brands. In 2017, we noticed a gap in the Australian market for dermo-cosmetics and seized the opportunity!
What inspired you to offer French beauty products in Australia?
At the time, we were distributing French brands to retailers such as Chemist Warehouse and Priceline and were in daily contact with the press and media. The demand for French beauty in general was growing and articles were appearing every day. So we thought we had to be able to offer this experience to Australian consumers: the possibility to discover products with innovative formulations and quality ingredients, all with just a few clicks on the same platform.
Who are the founders of French Beauty Co.? Before establishing French Beauty Co. what did they do?
After many years in France and Asia as a Zone Manager in the beauty industry, Arnaud Husser, Business Manager and Entrepreneur, launched a distribution business in Melbourne for French brands such as Bioderma, Uriage and Nuxe. For almost 10 years, I worked with Arnaud on all his marketing projects. By working together and confronting the same challenges, French Beauty Co came about quite naturally.
THE PRODUCTS
You sell brands that can be found in pharmacies in France. But pharmacies in France are not like here – they are a veritable mine of beauty products at affordable prices. What makes French beauty products attractive to Australian consumers?
First and foremost, French beauty products are renowned for their exceptional qualities: their effectiveness and their luxurious formulations, whether in terms of texture or sensory qualities.
Australian consumers are attracted by the French approach to skincare, which emphasises simplicity (short, often multi-use routines), natural ingredients (no preservatives, traceability of ingredients), transparency and strict rules on the European market (no animal testing, for example) and the fact that the products are very affordable.
Among those that you sell, what are your favourite products?
Our favourite and bestselling products include the iconic Embryolisse Lait-Crème Concentré, Bioderma Sensibio H2O Eau Micellaire et Nuxe Huile Prodigieuse Multi-purpose Dry Oil.
What is French Beauty Co.’s best-selling product?
Our best-selling product at French Beauty Co. is Embryolisse Lait-Crème Concentré: a multi-purpose moisturiser (6 in 1: day cream, primer, make-up remover, moisturising mask, after-sun and after-waxing soother). Adored by make-up artists and skincare enthusiasts the world over, this cult day cream nourishes and moisturises the skin, leaving it soft, supple and radiant.
We’re always hearing about French style and French beauty. What do they mean to you?
For me, French style and beauty embody elegance, sophistication and effortless chic. ‘Less is more attitude”. For me, French beauty is just an accessory that enhances and magnifies existing beauty: well-moisturised skin will be more radiant while remaining itself.
What are the challenges of selling French beauty products in Australia? Are there any ingredients we’re not familiar with? Have you had problems importing certain products?
Selling French beauty products in Australia presents unique challenges, including navigating regulatory requirements, unknown ingredients and the logistical complexities of importing products from France (for example anything flammable like aerosols and perfumes).
We have very strong limitations on everything to do with sun-care products or vitamins and food supplements: we’re working on them now so that we can offer a more complete range in the coming months.
What are the advantages or distinguishing features of French beauty products compared to other brands?
The advantages of French beauty products lie in their rich heritage, scientific innovation and commitment to excellence. French brands prioritise research and development, using high-quality ingredients and advanced formulations to deliver visible results.
How do you choose the brands and products you offer in your online boutique?
We meticulously select the brands and products we offer in our online boutique according to rigorous criteria, including efficacy, safety, innovation and brand reputation. Our aim is to offer a collection that meets the diverse needs and preferences of our customers. In the last year, we have launched new categories such as candles/perfume diffusers, products for the home and make-up, which were in great demand.
How do you manage the selection and quality of the products you stock?
We ensure the selection and quality of the products we sell by working in partnership with reputable suppliers and by carrying out in-depth evaluations of each product. For the time being, we only stock well-known brands that have been tried and tested in France and internationally.
Can you tell us about your efforts in terms of sustainability and ethics when choosing your products?
Sustainability and ethics are fundamental values that guide our product selection process. We favour brands that demonstrate a commitment to environmental responsibility, ethical sourcing and cruelty-free practices.
What brands do you offer that aren’t found elsewhere in Australia?
We propose niche brands that aren’t widely available in Australia like Bachca, Cattier, Uriage, Cellu Cup, Topicrem, Roge Cavailles etc.
What are the current trends in French beauty products in Australia?
Current trends in French beauty products in Australia include a growing demand for natural, vegan and organic ingredients, and multi-functional skincare solutions. Products containing Vitamin C or Retinol are also in high demand.
Are there any significant differences between Australian and French beauty product consumption habits?
Although Australian consumers share a similar appreciation for French beauty products, there are differences in consumer habits compared to France, notably the search for facial cleansers in the form of gel or oil (in France we are used to micellar waters that don’t need rinsing), and the interest in fake-tanning skincare ( which is not widely used in France). French women are also keen on anti-cellulite body care products. Australians are much more focused on facial care.
THE 7 YEARAS OF FRENCH BEAUTY CO.
How would you describe the evolution of your online shop from its beginnings to the present day? How have your product selection or marketing approach evolved since you launched your online shop seven years ago?
The evolution of our online shop over the last seven years has been remarkable. From humble beginnings, we’ve become a trusted destination for authentic French beauty products, expanding our product range and customer base.
Have you seen any changes in the buying habits of Australian consumers over this period?
Yes, including a growing demand for natural and organic products, and a growing interest in personal care and wellness.
How have you developed your online presence and digital marketing strategy over time?
We’ve developed our online presence and digital marketing strategy over time, leveraging social media, influencer partnerships and targeted advertising to engage our audience and drive sales.
How has your company contributed to the development of the community of French beauty enthusiasts in Australia over the last seven years?
On a daily basis, we try to offer educational content, product recommendations through blogs and work with experts (pharmacists, dermatologists, professional make-up artists) to guide consumers in their beauty purchases.
How have you managed the competition in the French beauty products industry in Australia over the last seven years?
Competition is very strong and in particular a price war has been set up on all the online shops in Australia. So we have to find other ways of connecting with consumers: offering samples, gifts, personalised content, etc. We recently launched a loyalty programme to reward our most loyal consumers.
THE FUTURE
What are your aspirations for the next seven years of your business? What are your future plans for the online shop and the products you offer?
We launched our first pop-up last year and would like to repeat this at different times of the year. We’re also discussing the possibility of setting up our own physical shop.
We’re also planning to launch around fifteen new brands over the next few months, as well as new categories!
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We thank Émilie from French Beauty Co. for this interview.
Looking for French beauty products? Head to the French Beauty Co website.
Don’t forget gifts for Father’s Day either with French Beauty Co.’s men’s collection
And French Beauty Co. also have a blog about France which they started a few months ago, with a new post every two months: September is the next edition
Go shopping. Discover other shops selling French or French-inspired products in Australia:
BabelBooks, an online second-hand bookstore selling books in French and English
Flash of Culture: a compact, convenient and beautiful way to learn
Eyes on Floyd – the ultimate French style here in Australia
How to support French business in Australia during COVID-19
Ma Petite Librairie: buy French books in Australia
Délidoor: dishes delivered to your door in Sydney
Sweet Dreams French Canelés: the French treat of your dreams
