After having exported Provence’s scents, herbs and traditions worldwide, some French cosmetics makers may have find a new source of inspiration and excellence in Brittany. The westernmost part of the French territory was already the source of a large palette of marine ingredients and of skin and body care products derived from the ranges used in the region’s famous thalassotherapy centres. Brands such as Nominoe or Lostmac’h now illustrate the Breizh touch (“Breton touch”) in the high-end cosmetics segment.

Lostmac’h’s outlet in Rennes, Brittany, France

While Nominoe is betting on the organic and ethic trend, Lostmac’h is positioned in the “art perfumery” segment, which was recently showcased at the Exsence tradeshow in Milan. Named after a beach on the Crozon peninsula, “the last beach of continental Europe”, Lostmac’h proposes an olfactory trip to Brittany, through product ranges evocative of sea scum, heather, and beaches, and featuring Breton names such as Iroaz, Atao, Lann-Ael, Ael Mat, …

Ael Mat perfume, body milk, soap

With 40 points of sale, Italy is the first market of the young brand from Brittany, then come Benelux, France, and the USA. Lostmac’h can also boast being available in about 15 outlets in Australia.

Why Brittany? “Heather, gorse bush, lily, blue thistle, ochre stone, wild colours, heavily fragranced air, sea ciselled stones, sun and fogs … The nature is unforgettable there, with many images, scents and feelings that I tried to capture in fragrance and skincare products. Brittany in this sense is accessible to everybody,” explains Antoine Vuillermet, the brand’s creator.

Thus, Antoine Vuillermet gathered Brittany’s different faces in three product lines (fragrances, extreme skin care and perfumed candles) that are offered in luxurious packaging, inspired from Brittany’s traditional imagery.

There was nothing so far for celebrating Brittany’s treasures, sharing its resources, and offering access to its benefits and pleasures.” Antoine Vuillermet’s brands is currently distributed in its own shop in Rennes (the administrative capital of Brittany), and at the Printemps department store in Paris. Another store will open in the Paris’ Marais district.