Chalhoub Groub bring luxury clean beauty brand La Bouche Rouge to the GCC

March 3, 2022 | By RetailME Bureau

Chalhoub Group, alongside other investors, has invested in French clean beauty brand La Bouche Rouge to meet growing consumer interest in clean beauty products. The conscious beauty movement is gaining traction in the region, as clean skincare regimes have become a high priority for consumers as part of their overall wellbeing.

Since its inception in 2017 La Bouche Rouge, meaning ‘red lips’ in French, has aimed to curate luxury that makes life more beautiful all the while protecting the planet for future generations. The brand seeks to redefine consumption, production, and redistribution with the objective of leaving a positive impact throughout the process. La Bouche Rouge’s quest for natural beauty is also reflected in its proprietary lab where it develops patented, singular formulas with a minimum of 60% active ingredients and up to 91% for its lipsticks. Taking packaging to a new level of chic while aligned with La Bouche Rouge’s environmental commitment, the products come in refillable, eco-designed leather cases.

“We are delighted about this collaboration with Chalhoub Group that marks a new milestone in our development strategy in the Middle East towards one ambition: to create desire around a new beauty luxury paradigm, one that does not compromise between results and sustainability. It’s the duty of our generation to close this gap and to inspire all to make a difference,” said Nicolas Gerlier, President and Co-founder of La Bouche Rouge.

“Our investment in La Bouche Rouge is a great example of Chalhoub Corporate Ventures and Acquisitions strategic approach where we look to actively invest in businesses where access to the Chalhoub ecosystem can accelerate value creation while giving us learning and exposure to high growth start-ups,” said Sharmila Murat, Chief Investment Officer at Chalhoub Group.

“We are proud to introduce La Bouche Rouge – the first high-end, French clean beauty brand into the region, leading the way in this vital category. With this addition to our beauty portfolio of over 84 brands, we are diversifying our offering to continue delivering on our promise to delight our customers,” said Nabil Chalhoub, Vice President of Beauty Franchise at Chalhoub Group.

La Bouche Rouge is currently available in ‘A Concept by Muse’ in Riyadh, KSA and in Harvey Nichols at Mall of the Emirates in Dubai, U.A.E. Looking ahead, Chalhoub Group plans to complete a brand rollout across the Middle East by early next year.

By 2023 La Bouche Rouge will be available regionally at Tryano Yas Mall – Abu Dhabi, U.A.E.; Faces Nojoud Center – Jeddah, KSA; Bloomingdales – The Dubai Mall, U.A.E. and Kuwait; Harvey Nichols and Galleries Lafayette – Qatar


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