Since its founding in Paris in 1996, Pure Trade has built a business model around end-to-end control of the development process, without owning any manufacturing facilities. The group now works with around 60 partner factories across Europe, China, Southeast Asia, and India.
“We are 100% fabless. Our role is to manage the entire project, from creation through to delivery,” explains Managing Director Virginie Honoré.
This model allows Pure Trade to select the most appropriate production sites according to the technical, economic, and logistical requirements of each project, while keeping design, development, and quality control in-house. Its manufacturing partners are selected, audited, and regularly monitored by its quality teams.
In 2006, Pure Trade decided to focus exclusively on the beauty sector. “This strategic decision enabled us to develop a commercial offering and supply chain specifically tailored to the needs of the beauty industry,” explains Stefane Ladous, CEO.
Today, the group has six offices—in Paris, Hong Kong, Shenzhen, Barcelona, New York, and Shanghai—and employs 90 people across three continents.
An organization built around expertise
To respond as precisely as possible to market needs, Pure Trade has structured its teams by product category rather than by client. This model is designed to build deep expertise across each business line while aligning with the way many of its clients organize their purchasing and product development functions.
Pure Trade’s offering spans five main areas. Primary packaging includes compacts, cases, bottle embellishments, sprays, and cushions. Secondary packaging covers prestige gift sets, Advent calendars, and e-commerce solutions. Luggage ranges from pouches to vanity cases, while accessories include metal applicators, mirrors, brushes, and lifestyle items. The portfolio also encompasses textiles and spa products, including towels, bathrobes, slippers, linens, and uniforms.
Recently added to the portfolio, the spa business represents, according to Pure Trade, a significant growth opportunity. The company supports brands such as Guerlain and L’Occitane in developing and sourcing products for their spa networks, with services extending to replenishment and supply chain management.
Packaging currently accounts for around 40% of revenue, ahead of GWP items and accessories.
This integrated approach is one of Pure Trade’s key differentiators. The company positions itself as an orchestrator, bringing together the relevant industrial expertise for each project rather than relying on a fixed manufacturing base. This model is particularly suited to projects combining multiple materials, technologies, and production processes.
CSR embedded in the industrial model
Pure Trade has been developing its environmental strategy for several years through its PURE program, built around three pillars: designing packaging with circularity in mind, reducing its carbon footprint, and working toward zero waste. The group also holds an EcoVadis Platinum rating, with a score of 91/100.
Its CSR approach also extends to social initiatives across its sourcing markets. Since 2014, Pure Trade has supported projects focused on biodiversity protection and local communities in Madagascar and Burkina Faso. More recently, its inclusive employment program at partner factories in Southeast Asia received the 2026 Luxe Pack New York in Green Award in the “Best Social Impact / Societal Initiative” category.
Targeting 10% annual organic growth
Over the coming years, Pure Trade plans to maintain its organic growth trajectory, with a target of approximately 10% annual growth over the next five years. To support this ambition, the group intends to strengthen its teams, further integrate its IT systems, and streamline its processes to improve speed and responsiveness.
International expansion will remain another key growth driver, with plans to reinforce existing operations and potentially open new offices. The group also aims to continue developing its client base in Asia.
External growth remains an option, but will be pursued opportunistically, primarily to acquire new expertise or gain access to new markets. In parallel, Pure Trade intends to further expand its offering within beauty while exploring adjacent sectors, including luxury goods, jewelry, watches, and gourmet food.
After three decades spent building a model around sourcing, product development, and supply chain management, Pure Trade is entering its fourth decade with a straightforward ambition: to do better and faster.
