La Bouche Rouge: a French 'cosmetics house' is born
"I introduced the expression "cosmetics house" because, to create La Bouche Rouge, I was inspired by perfume houses," explained Nicolas Gerlier, who believes the beauty industry must go back to artisanal values and promote product sustainability at the core of its strategy.
With La Bouche Rouge, the 37-year-old cosmetics professional, who cut his teeth at L’Oréal for Giorgio Armani and Lancôme notably, has now created a luxury cosmetic brand, both desirable and respectful of the environment and humanity. A brand which, in conjunction with its e-shop, is now available for purchase at Colette and starting this Tuesday, at Bon Marché.
In combatting pollution - one billion lipsticks are thrown away each year, increasing water contamination, says the brand - the first eight lipsticks from La Bouche Rouge have been packaged in leather cases, which Gerlier calls fashion accessories (each case sells for 135 euros with a lipstick included). The refills are eco-friendly: without polypropylene and polyoxymethylene (45 euros for a refill cartridge). On the formula side, La Bouche Rouge is getting rid of endocrine disruptors too.
Laureate of the CCI-Cosmetic Valley's national cosmetics contest, La Bouche Rouge is already attracting the attention of major groups, as the brand is housed in research and production at Helios, the cosmetology research centre of LVMH.
Nicolas Gerlier also pointed out that his brand is the first cell-incubated cosmetic product in Station F, Xavier Niel's Parisian start-up campus. La Bouche Rouge, which will soon be expanding its make-up offer, will also propose bespoke lipsticks in February 2018, thanks to an application that takes a colour photo and transposes it onto the lipstick.
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