French luxurious magnificence model La Bouche Rouge, which pioneered plastic-free magnificence, has been acquired by a brand new holding firm based by Designer Parfums’ Dilesh Mehta.
Based in 2017 by ex-L’Oréal Nicholas GerlierLa Bouche Rouge has established itself as an eco-luxury model with a mission to get rid of single-use plastics from beauty merchandise. The model had a powerful affect on the sweetness business’s sustainability strategy because of its modern recyclable and refillable high-quality packaging comprised of a wide range of supplies, together with aluminum and vegan leather-based. After specializing in lip, eye and face make-up, La Bouche Rouge just lately entered the fragrance class with a variety of 5 pure and upcycled fragrances packaged in glass bottles that may be refilled with 100% aluminum tubes.
Regardless of a profitable financing marketing campaign through which the model has raised 12.5 million euros since September 2020, the corporate was experiencing monetary issues and was positioned underneath judicial administration by the Paris Business Courtroom in July.
Acquired by Dilesh Mehta’s Magnificence Manufacturers International
Nevertheless, the model’s actions continued with out interruption and the courtroom in the end dominated in favor of a takeover Magnificence Manufacturers International, a Dubai-based holding firm led by Dilesh Mehtapresident of the British fragrance home Designer Parfums (Cerruti 1881, Ghost Fragrances, Jennifer Lopez, Ariana Grande, Hawaiian Tropic, and so on.).
Confirming the acquisition, Mr. Mehta mentioned: “This new enterprise is especially near my coronary heart and marks the start of a brand new strategic orientation in direction of luxurious and ecologically accountable manufacturers (…). La Bouche Rouge carries a novel DNA, primarily based on innovation, refinement and a remarkably environmentally accountable enterprise mannequin.”
To make sure a clean transition and to reap the benefits of the model’s French origins, Magnificence Manufacturers International will arrange a brand new firm primarily based in Paris and preserve the manufacturing laboratory in Orléans. Luxurious business veteran Florence Rollet will be part of as Managing Director whereas he’s Founder Nicolas Gerlier will transfer to Artistic Director.
“I’m assured that the distinctive character of La Bouche Rouge, mixed with the entrepreneurial spirit and solidity of the broader Group, will convey nice pleasure and success for the long run.Dilesh Mehta added.