The Californian brand, owned by the Shiseido group, which pioneered in mineral makeup, is forced to take the flags down in France after Sephora announced the non-renewal of their exclusive distribution agreement in the country. Effective 1st of January 2018, bareMinerals products will only be available on the brand’s French online store: www.bareminerals.fr
As a direct consequence, the brand is cutting some 30 jobs in France (10 positions at the brand’s headquarters located in the suburbs of Paris and 20 commercial positions all around the French territory). The Shiseido group will offer a support plan for the relocation of dismissed employees.
Since its launch in France, bareMinerals has relied exclusively on their privileged partnership with Sephora, with the exception of sales through their online store or the QVC France TV retail channel. After cutting back on operations in France, Shiseido should manage the remaining bareMinerals’ French business from another European country office.
More generally, bareMinerals, such as several other make-up brands, has also suffered from the transformation of the market over the last 10 years, notably with the acceleration of innovation, in line with the constant search for new products by the younger generations. A situation that favours young and innovative fast beauty brands.
