The French expert of ultra-fresh skincare products is gaining momentum! Previously named Freedge Beauty, the brand has changed name to Les Cosmétiques Frais, but the concept remains the same: ultra-fresh, natural and seasonal face and body care products made of squeezed fruits and vegetables, including strawberries, tomatoes, carrots, raspberries and blueberries.
"A French name better exemplifies the values of our brand, which is 100% local with sourcing close to our press located in Clermont-Ferrand in the centre of France," says Laurence Casey, co-founder.
Freshly B Corp certified, the brand recently raised 1.5 million euros from Crédit Agricole Auvergne, Auvergne Business Angels, the FM Invest fund and independent investors. The funds will make it possible to finance the automation of certain parts of the manufacturing process, the creation of new products, as well as communication actions.
From the farm to the bathroom
The three partners behind the start-up — all of whom have worked for cosmetics giants such as L’Oréal, Procter & Gamble and Johnson & Johnson — have come up with a range of fresh cosmetics made from organic, seasonal fruit and vegetables grown in France as part of a local approach to sourcing. Not content with favouring quality plants, the brand also contributes to developing the local economy.
More specifically, the various plants and produce selected for their numerous skin benefits are grown in France, before leaving for the production site, near Clermont-Ferrand, where they are peeled and then cold pressed to preserve a maximum of nutrients. Thanks to a patented process, each of the facial care products is formulated with a high concentration of pressed juices, from 74% for the jellies to 92% for the serums. The final step is shipping. After being packaged in small containers, they arrive at the customer’s home within three days (for customers in France).
Once empty, plastic-free packaging can be returned free of charge to the brand, which cleans and sterilizes them before refilling them.
Today, the brand is mainly available online, via its website (www.lescosmetiquesfrais.fr) or platforms dedicated to green and ethical products such as Bien ou Bien and Dreamact. “We are also distributed by the La Ruche Qui Dit Oui retail network throughout France. The development of our refrigerated box will help us find the right approach for or fresh beauty concept in brick-and-mortar retails and salons, but for the moment we focus on digital sales,” underlines Laurence Casey.
The brand achieved a turnover of 500,000 euros in 2022, more than twice the amount of 2021, and is aiming for one million euros in 2023.
“We have around 10,000 subscribers and half of them are regular buyers, with many very loyal customers, some of them having already placed more than 30 orders in two years. The time between two purchases is of 40 days on average, considering that our containers can be used for about of one month”, specifies Laurence Casey.
The brand also plans to roll out its concept on various market across the world, starting with the United States. "The globalisation of the brand will rely on the local duplication of our concept, with the dedicated presses settled on the different targeted markets and local sourcing of fruits and vegetables".