Global investment group Eurazeo has signed an exclusivity agreement with a view to investing in Aroma-Zone, a pioneering French company making and distributing aromatherapy, natural DIY (Do-it-yourself) beauty and wellness products through a direct-to-customer online model.

410 million euros

Under the agreement, Eurazeo and its partners would invest around EUR 410 million, becoming Aroma- Zone’s main shareholder alongside the founding Vausselin family, who would retain a significant stake in the company. The final terms of the deal would be announced on completion.

Aroma-Zone was set up in 1999 as a website providing information about essential oils, and has now turned into a leading online retailer in the beauty and wellness sector in France.


Aroma-Zone makes and distributes, through direct sales to customers online, a wide range of natural ingredients and DIY products, with full transparency regarding the origin of their raw materials and their composition, and providing a large amount of information and educational content.

The company works with a network of almost 300 partners producing the raw materials.

Furthermore, Aroma-Zone develops a loyal community of customers who recommend its products and play an active role in building the brand.

Seven brick-and-mortar stores across France

Aroma-Zone is based in Cabrières d’Avignon in Provence, employs more than 350 people and sells its products mainly online but also through a network of seven stores across France.

The company has developed a unique offering of more than 1,900 products and 3,000 recipes, and currently addresses more than 2 million users per year.

By acquiring a stake in Aroma-Zone, Eurazeo wants to support the company in its growth strategy, in particular on international markets. Eurazeo would help Aroma-Zone improve its online platform in France and develop it internationally, while continuing to open new stores.