In a significant move, L’Oréal has sold its skin care brands, Decléor and Saint-Gervais Mont Blanc, to an up-and-coming French brand development firm called Cospal, founded in 2024 by Matthieu Lesieur. The details regarding the financial aspects of this deal remain under wraps. Interestingly, Lesieur has a personal connection to Decléor; his father, Hervé, played a key role in acquiring the brand back in 1989, before it transitioned to ownership under Shiseido.
Transformative Opportunity for Cospal
For Lesieur, acquiring these brands marks a transformative opportunity for Cospal as it sets its sights on making a mark in the beauty sector. He expressed a strong desire to breathe new life into Decléor and Saint-Gervais Mont Blanc, highlighting the dual importance of honoring their rich heritage while driving innovative changes.
Heritage and Future Vision
Decléor, which was established in 1974, has built a reputation for promoting aromatherapy and the use of essential oils, becoming a staple in luxury spas around the globe. L’Oréal had integrated Decléor into its suite of brands after a substantial €230 million purchase from Shiseido in 2014, which also included another label, Carita. However, in 2023, the company decided to part ways with Decléor, resulting in the brand ceasing its spa services and halting production.
Plans for Reinvention
Lesieur believes that a thorough reinvention of Decléor is crucial for its resurgence. He plans to redefine the product line and revamp distribution strategies, preparing to successfully reintroduce the brand to consumers. With Cospal’s vision set on building a wide-ranging collection of beauty and wellness brands, the focus will be on fostering growth and innovation within the industry.
Source: Cosmeticsbusiness