Marie Delporte, the brand’s new general manager, intends to put Pier Augé back in the spotlight! The brand, which recently relaunched its e-shop in the United States, will be available online in France starting in August (www.pieraugeparis.com), ahead of an official relaunch in Europe scheduled for September.
"Pier Augé brings many strengths to the table — a solid reputation in France and abroad, and a heritage rooted in expertise, performance, and the elegance of French luxury," the director highlights.
A new beginning
A temporary pop-up store opened in Paris last week with the aim of reconnecting with industry professionals, following the liquidation of B. Cosmétique, which had overseen the brand since 2020.
Under the leadership of a young entrepreneurial couple, Charles Dupont and Diane de Comte, whose ambition was to modernize Pier Augé’s image and expand its international presence, particularly in China, B Cosmétique undertook a redesign of the brand’s visual identity. However, these efforts failed to bring lasting financial improvement. In November 2023, the Commercial Court of Châteauroux ultimately ordered the company’s liquidation, casting doubt over the future of a brand with more than 60 years of history.
Since that time, the brand has been strategically planning its resurgence, supported financially by an international group.
French roots, international ambition
Historically located in Châteauroux, France, the Pier Augé factory could soon be back in operation. "We are currently studying the possibility of restarting it," says Marie Delporte.
In the meantime, production is handled in Switzerland through a partnership with CRB (Intercos Group). The long-term vision: to bring manufacturing back to France and reaffirm the brand’s roots.
At its peak, Pier Augé was distributed in around thirty countries. The brand is now back online in the U.S. through its e-shop and is gradually relaunching, with plans to expand its online presence in France and Europe and reestablish a foothold in physical retail.
A long-standing brand in beauty salons, Pier Augé aims to reconnect with this network while opening up to a wider audience. A Parisian flagship store is planned for 2026, and the strategy in France will be based on an omnichannel model, combining online sales, selective physical distribution, and social media activation.
Science and innovation
The brand’s revival also centers on celebrating its rich product heritage. Founded in 1961 by a French pharmacist, Pier Augé set itself apart early on with a scientific approach to skincare. Grounded in research on the skin’s molecular structure, the brand created cutting-edge formulas —most notably the Ental line for sensitive skin — and was a pioneer in using DNA-HP, which soon became its signature ingredient.
The new routine offered by the brand is based on three key routines: double cleansing, skin care and protection. Several iconic references have also been revisited with modernized formulas, including the Douce Aura regenerating mask. New products are also being launched, such as an SPF 50 UV face care and a plumping anti-wrinkle lip oil, in line with current expectations.
“Pier Augé remains a brand driven by expertise, performance, and visible results,” emphasizes Marie Delporte.
