Launched in 2018 with just four products, the Italian brand soon emerged as one of the rising stars of the European beauty market. Today, Lovrén offers a catalogue of over 350 products: makeup, face and body care, as well as hair care, sun care, and even a men’s line. Owned by Clinicalfarma, a beauty group founded by Diego Gulli and Alessio Baldaccinin, who also own the Marika and Laboratorio dei Saponi brands, Lovrén is the company’s main growth driver, representing nearly 90% of its business. Since its inception, Clinicalfarma has experienced remarkable growth, increasing its revenue from EUR 1.2 million in 2019 to EUR 36 million in 2025.
Last year, Lovrén generated EUR 6.8 million in revenue in the French market alone. This impressive rise can be attributed to a clear vision from the outset: “offer a credible and affordable alternative to more expensive dermocosmetics, without ever compromising on quality, thanks to an agile and structured business model based on four fundamental pillars,” explains co-founder Gulli.
First pillar: price. Mascara at EUR 3.99, 30-ml face moisturizer at EUR 5.99, 100-ml volumizing shampoo at EUR.99… these highly competitive prices are achieved through cost optimization: large-scale production, minimalist packaging, and the near-systematic absence of secondary packaging, reducing labor costs. The second pillar is a non-negotiable commitment to quality. To achieve this, the brand relies on partnerships with leading European manufacturers: Confalonieri for wooden pencils, Ancorotti for certain mascaras, and Fiabila in France for nail polish. The brand’s third pillar lies in impulse-driven displays, combined with the products’ clean design. Finally, the fourth pillar, the true cornerstone of the model, lies in the choice of distribution channel: pharmacies, a genuine guarantee of trust for consumers.
More than 5,000 pharmacies in France
“What I’ve observed is that the highest-performing pharmacies are those that adapt to market trends by combining established brands, distinctive products, and prices accessible to all budgets,” explains Gulli. “This allows them to compete with supermarkets and perfume shops, while benefiting from a key advantage: the legitimacy and trust associated with their status,” he adds. In this context, Lovrén provides pharmacies with a particularly suitable solution: a differentiating offering with a highly competitive price-quality ratio, designed to encourage product turnover and generate revenue. “Customers come in because of the price but come back for the quality,” emphasizes Gulli. This model is appealing to a growing number of pharmacists, eager to revitalize their sales areas and attract customers seeking affordable products.
In the French market, makeup represents the largest share of sales in Lovrén’s 5,000 partner pharmacies, accounting for 70% of revenue. The skincare segment, however, remains more challenging to enter due to strong competition with firmly established iconic French brands. This is a uniquely French phenomenon, while other markets, such as Italy, exhibit a more even distribution across different categories.
Strong ambitions in France
Since 2024, Lovrén has significantly stepped up its development in France, with a series of strategic investments reflecting its ambitions: creation of a subsidiary, opening of a logistics warehouse, and strengthened teams. The brand’s rollout in France relies on a sales force of 45 agents covering the entire country. “Today, the cities where Lovrén is performing best are Marseille, Lyon, and several suburbs of Paris,” explains Gulli.
Two retail specialists nicknamed Lovrén Angels will soon join the team to support pharmacists, training them on products and advising them on merchandising as well as digital visibility on social media. “We are investing in both B2B and B2C,” emphasizes the manager. This year, Lovrén will be exhibiting for the first time at the Paris Pharmagora trade show, a key event that brings together pharmacists, suppliers, and other Health and Beauty players.
For the general public, the brand is planning collaborations with French influencers, a channel it has never explored before. Simultaneously, it will launch its “Lovrén in the City” initiative, setting up a vintage caravan in attractive locations in selected cities – this year, Paris, Marseille, and Nice – to connect directly with consumers.
Finally, Lovrén continues to grow in its established markets, Italy – its first territory – and Spain, where it boasts a strong presence. The brand is also gradually expanding into other European markets such as Portugal, Serbia, Albania, Romania, and Bulgaria. In addition, it is embarking on a new phase of expansion with the launch of pilot projects in Germany, Poland, and even Chile, its first market outside Europe.
