L’Occitane, which boasts 1,500 boutiques worldwide in 70 countries, wants to grow the number of retail outlets in the U.S. from 170 to 300 within the next few years. It is also planning to open 30 standalone stores by 2012 in Italy. Two locations are already set to launch in Rome (at Napoli Station and Rome Termini) in December.

Founded by Olivier Baussan in 1976, L’Occitane is known for fabricating natural soaps, moisturizers and other beauty products using active plant ingredients, which are often organic and of controlled origin (A.O.C.) from the lands of Provence or the Mediterranean. Its bestselling products include its shea butter hand creams and its Aromachologie repairing shampoo and conditioner, which is made from wheat proteins and five essential oils (angelica, lavender, geranium, ylang-ylang, patchouli).

In the U.S., L’Occitane is renovating many of its existing stores in addition to opening new locations. Leela Petrakis, the company’s U.S. managing director, said that several “hadn’t been touched in a long time.” So far, 40 have been recently redecorated with warm yellow paint on stucco and other touches that lend them a Provençal charm. Previously, the shops possessed a more classical French country house decor.

In regards to Italy, the brand is hoping to gain market share there because of the rapidly growing Italian natural cosmetics market. (It grew by 5.8 percent in the first quarter of 2010.) L’Occitane is also encouraged by its strong sales performance in the country: Its outpost on Via Frattina in Rome is one of the brand’s highest-performing stores in Europe.