Two years ago, Julien Pasquini took the reins of RoC Skincare France, a hypoallergenic skincare brand that pioneered the stabilization and incorporation of retinol into formulas designed for the mass market. “We aim to establish RoC Skincare among the top 3 anti-aging dermocosmetics brands in France within the next three years, with a value market share between 10% and 15%,” explains the brand’s General Manager for France.
This objective is part of a roadmap established following the acquisition of the brand by British investment fund Bridgepoint from US company Gryphon Investors, which had itself acquired it from Johnson & Johnson.
RoC Skincare is already well established in the US, as well as in Canada and Australia, with a presence in 29,000 points of sale. Now, the new management team intends to broaden its presence in France, the brand’s birthplace – it was founded in Paris in 1957 –, and this action plan will then be extended to neighbouring countries, while continuing to grow in the US.
Innovation and influence
After several years having a subcontractor manage its distribution in France, RoC Skincare is taking back control, re-establishing headquarters there as a complement to its existing US headquarters. Today, the French subsidiary has around 40 employees, split between support functions and the field sales team. “To implement our relaunch, we quickly activated several levers, starting with rebranding. We modernized our logo and redesigned our packaging to make products clearer on shelf”, explains the General Manager.
Meanwhile, over the past two years, RoC Skincare has launched several new products that have made headlines, including its facial serum sticks, whose convenient, innovative format appeals to both men and women, and its Lip Volumizer. The latter went viral, breaking into the top 15 best-selling anti-aging products in pharmacies within 18 months. “Initially designed for mature women, it sparked a wave of interest across all generations,” says Pasquini with a smile.
Launched in October 2026, the Triple Serum combines retinol, hyaluronic acid and PDRN derived from ginseng. “We are extremely proud of this product, because it delivers a triple dose of actives through more than 1,000 microcapsules which release their contents upon application. The formula smooths wrinkles, refines skin texture, boosts radiance, and enhances hydration, leaving skin with the highly sought-after glass skin effect,” adds Pasquini.
Communication across multiple channels is another key driver. For example, RoC Skincare invested in advertizing in women’s magazines, as well as outdoor campaigns in the metro and in its partner pharmacies. At the same time, the brand stepped up its collaborations with skin experts and lifestyle content creators to boost its online visibility and help some of its products go viral. RoC Skincare also managed to sign up Caroline Receveur and Charly Salvatore as brand ambassadors: together, they boast more than 6 million Instagram followers! In addition, the brand directly engaged with its audience at media events, including those organized with Elle and Madame Figaro. More recently, it took to the streets with a marketing campaign featuring two delivery tricycles which toured the French capital to introduce the now-famous Lip Volumizer to the public.
Time for a first review
Two years after it started relaunching in France, RoC Skincare is enjoying strong commercial momentum, with pharmacy sell-out up 500% in 2025 and a 200% increase forecast for 2026. “Two years ago, the brand was much less visible on pharmacy shelves, with a presence in about 100 points of sale. It is now available in 1,400 high-potential pharmacies, representing one-third of the 4,200 pharmacies that account for 80% of the anti-aging market in this channel,” explains Pasquini. “That figure rises to 5,000 points of sale, including the Keops deodorant range,” he adds.
As RoC Skincare is approaching its 70th anniversary, the brand has managed to reconnect with French consumers in a very short period of time, “demonstrating the lasting attachment they feel towards this heritage brand passed down from one generation to the next,” he concludes. The action plan launched in France is now gradually being rolled out in neighbouring countries, in particular in Italy, Spain, and the Benelux countries.
