Aroma-Zone is making waves in France and now eyes growth in London

In just some years, Aroma-Zone has taken the French cosmetics and wellness market by storm, difficult established manufacturers like Yves Rocher, which are actually in search of reinvention.

The numbers converse for themselves: in 2024, the model noticed a 56% rise in gross sales (+40% like-for-like), following a 43% improve in 2023. Aroma-Zone boasts practically 3 million energetic shoppers in 2024.

Sabrina Herlory Rouget, CEO of Aroma-Zone since the model was acquired by the Eurazeo fund in 2021, attributes this sturdy efficiency to a number of key elements: the growth of the completed product vary, sturdy vertical integration enabling the model to supply “high quality merchandise on the fairest worth,” and its dedication to transparency, pure components, eco-design, and nil waste. Moreover, the continued development of the shop community and the enduring power of the digital channel—accounting for 50% of gross sales with 3.2 million parcels shipped in 2024—have additional fuelled success.

Though Aroma-Zone initially gained recognition for its vary of components for home made cosmetics, “ready-to-use” merchandise now account for 90% of its gross sales. In France, the model sells a hyaluronic acid serum each 10 seconds.

To high all of it off, the model made a spectacular entry into the main group of France’s top-ranked favorite manufacturers in 2024 [1], securing second place behind Decathlon and forward of Amazon. “Aroma-Zone’s spectacular entry into the highest 3 of our rating illustrates a big a part of the modifications in consumption which have taken place on the French marketplace for magnificence and well-being merchandise. The standard-price criterion, the pure or clear formulations, the expertise in factors of sale, contribute to the success of the model,” underlines Stéphane Blanchard, Managing Accomplice France at OC&C Technique Consultants.

Upcoming initiatives for 2025

In 2025, Aroma-Zone needs to proceed to complement its providing with, specifically, the deliberate launch of a hybrid vary of skincare-makeup, and merchandise which are more and more tailored to the traits and preferences of every particular person.

The model additionally goals to increase its retailer community, which at present contains 22 areas in France and one in Brussels, Belgium. Plans for 2025 embrace ten new openings throughout France—in cities comparable to Rouen, Cannes, Lyon, and the southwest—together with a primary retailer in London by the tip of the yr. Moreover, the aroma-zone.com platform will likely be out there in English by summer season 2025.

“Our entry into the British market will mix e-commerce and a bodily presence. The UK market strongly resonates with our common method, the place the stability of high quality and worth is essential, with a powerful emphasis on effectivity. We’ll launch in London at a fastidiously chosen location, taking a extremely pragmatic method,” Sabrina Herlory Rouget informed Premium Magnificence Information.