Premium Beauty News - How has L’Occitane en Provence managed to stay relevant in an increasingly competitive market in recent years?
Adrien Geiger - 50 years is both an achievement and a challenge. Since 1976, L’Occitane en Provence has become a benchmark when it comes to balancing heritage and innovation. It has relied on its factories in France, including its historical site in the region of Provence, while constantly investing in research, product performance, and natural, ecoresponsible partners. But heritage is not enough. All companies need to reinvent themselves and foresee ever-changing consumer expectations.
This is how they can last: by being relevant and developing attractive products. From the very beginning, L’Occitane en Provence was based on the belief that natural ingredients could deliver performance, efficacy, but also sensoriality, as well as stories, by connecting Haute-Provence with the whole world. We are still guided by this belief.
Premium Beauty News - Talking about this, how did the brand renew itself?
Adrien Geiger - By strengthening what defines it: the connection between beauty, humans, and nature. L’Occitane en Provence ‘makes what can only be found by kneeling down available to standing people’, in particular treasures like shea butter and lavender – two of our brand’s signature ingredients.
Today, this vision strongly resonates with our world, as we are increasingly disconnected from nature. Consumers express the need for authenticity, points of reference, meaning, and sincere relationships.
If L’Occitane en Provence turned from a small Provence market stall to a global icon, it is due to its ability to constantly change, while preserving its roots. For its 50th anniversary, the company chose to reinterpret its origins and founding values, and to rework on its language, design and experiences in order to build bridges between heritage and modernity.
Premium Beauty News - How did you manage to revisit your packaging and brand territory over time?
Adrien Geiger - By remaining true to the brand’s essence. Over the years, our packaging has been redesigned to both meet functional requirements and reach ecodesign and circularity objectives.
We emerged as refill pioneers as soon as 2008, and now we offer solutions for over 30 products, while developing recyclable packaging or integrating recycled materials. Since 2025, we have been reinventing packaging so it is even more sensorial, elegant, and sustainable. Our transformation started with the perfume collection, and it is continuing in 2026 with our iconic body lines. Then, we will extend it to face and hair care ranges in 2027.
We are also reinventing our visual identity as a whole, by reconnecting it to Haute-Provence, which is a land of traditions, culture and biodiversity. The company reworked on its codes with a more modern and consistent color chart. This shift is conveyed across the brand’s whole ecosystem, including products, storytelling, and stores, and we constantly pay attention to our environmental impact. We are also determined to contribute to our territory’s artistic vitality.
The first example of this new chapter is the Flora Orchestra campaign launched in October 2025, when we fully recreated our perfume collection.
Premium Beauty News - How are your sales currently split between the physical and online channels?
Adrien Geiger - We went from a traditional retail model to a truly omnichannel one, with a global presence. The brand offers authentic Haute-Provence lifestyle experiences, in particular through its L’Occitane en Provence Spas – the first opened in 2001, and the brand counts about a hundred now – as well as through partner hotels: there are approximately 2,500 today, including train stations, airports, airlines, and of course, online shops.
Our distribution model is based on a strategic balance between physical stores, online sales, and our partners. Stores help fully enjoy the sensory experience and the brand’s world, while e-commerce offers both closeness and availability. Sales distribution varies across markets, but the digital channel continues to grow steadily. In 2025, the L’Occitane Group achieved 45% of its sales through partner companies, 29% through online channels, and 26% through retail.
Premium Beauty News - How is the brand doing among the others in the Group’s portfolio?
Adrien Geiger - Right now, the L’Occitane Group brings together innovative global brands in the high-end beauty market. This portfolio gathers most diverse products and cultures, like the cheerful, vibrant spirit of Sol de Janeiro, Korean cosmetics innovation with Erborian, and the Florentine elegance of Vranjes Firenze fragrances. But they are all free to blossom as part of a shared vision: that of entrepreneurship, quality, creativity, and innovation.
As a heritage brand, L’Occitane en Provence holds a central position and accounts for nearly half of sales. It was the architect of the Group’s vision, demonstrating both expertise and commitment that still inspire the whole portfolio. The B Corp certification obtained in 2023 acknowledges this long-term commitment integrated to all operations, the supply chain, and governance.
Premium Beauty News - What are the brand’s main projects and goals now?
Adrien Geiger - This anniversary opens a new chapter focused on a reasserted brand cause: Crafting life ties, with heart and reason. Given our eroded social bonds and weakened relationship with nature, this cause guides all our actions, from supply chain to the Foundation’s commitments, with concrete priorities when it comes to social inclusion and access to nature.
For the next 50 years, L’Occitane en Provence has undertaken to preserve its heritage while reinventing itself, by thinking globally, acting locally, and offering beauty inspiring to all generations.
