Geneva, Switzerland
www.group.loccitane.com

Beauty Sales: $3 Billion

Key Personnel:

Reinold Geiger, Chairman and Chief Executive Officer; Didier Lalance, Group General Manager; Ingo Dauer, Group Chief Operating Officer and General Counsel; Noella Gabriel, Co-Founder and Chief Executive Officer, ELEMIS; Jordan Saxemard, Chief Executive Officer, Sol de Janeiro.

Major Products/Brands:

L’Occitane en Provence, ELEMIS, Sol de Janeiro, Erborian, L’Occitane au Brésil, Melvita, Dr. Vranjes Firenze.

New Products:

L’Occitane en Provence Divine Targeted Wrinkle Care; Sol de Janeiro Jelly Perfume Balm, Cheiroso 7 and Cheiroso 10 Cologne Mists, Intense Perfume Mist Collection; ELEMIS Pro-Collagen Body Cleansing Balm, Pro-Collagen Marine Body Cream; Erborian Centella Redness Collection, Water Serum.

Comments:

L’Occitane Group reported fiscal 2025 sales of approximately $3 billion. Sales rose 11.7% at constant rates. The Americas represented 46.4% of group sales, followed by APAC at 29.7% and EMEA at 23.8%. Wholesale and other channels accounted for 44.8% of sales, online channels represented 29.2% and retail accounted for 26%.

L’Occitane en Provence remained the company’s largest brand, representing 48.4% of sales. Sol de Janeiro has rapidly grown into the group’s second-largest business, accounting for 31.6%, while ELEMIS represented 10.1%. Erborian was the group’s fastest-growing brand. L’Occitane Group operates in more than 90 countries, employs more than 9,000 people and has more than 3,000 points of sale.

Sol de Janeiro continues to be one of the group’s biggest growth stories—and fragrance innovation is helping the brand expand beyond its core body care business. In February 2026, Sol de Janeiro launched Jelly Perfume Balm, a new alcohol-free solid fragrance format. The twist-up stick is designed for on-the-go application and features a custom clip-on keychain.

The brand expanded again in July, entering men’s fragrance with Cheiroso 7 and Cheiroso 10 Cologne Mists. Sol de Janeiro developed the products specifically for men.

In August, Sol de Janeiro added another fragrance format with its Intense Perfume Mist Collection. The higher-concentration formulas were developed in response to demand for longer-lasting scents and include intensified versions of Cheirosa 62, Cheirosa 59, and Cheirosa 91, along with new Cheirosa 74.

ELEMIS is also extending one of its best-known franchises into a new category. In April 2026, the brand launched Pro-Collagen Bodycare, marking the first expansion of its Pro-Collagen skincare expertise beyond the face. The initial duo includes Pro-Collagen Body Cleansing Balm and Pro-Collagen Marine Body Cream.

In February, Erborian launched its Centella Redness skincare range, supported by a major travel-retail debut at Paris Charles de Gaulle and Orly airports. In July, the Korean-inspired brand expanded its hydration portfolio with Water Serum and two new moisturizers. And in September, it launched Triple Care BB Milk, a skincare-makeup hybrid combining the benefits of a concentrated serum, moisturizer and makeup base.

2025-2026 Highlights:

L’Occitane en Provence is celebrating a major milestone in 2026—its 50th anniversary. Olivier Baussan founded the brand in 1976, selling rosemary essential oil at local markets in Provence. Today, the brand remains the foundation of a global beauty group with seven premium brands and a presence in more than 90 countries.

The heritage brand is also continuing to invest in skincare innovation. In September, L’Occitane en Provence introduced Divine Targeted Wrinkle Care, the latest addition to its Immortelle Divine collection. The treatment targets five types of expression lines and builds on more than 25 years of the company’s research into the Immortelle flower. Its formula combines Immortelle Super Extract with Hexapeptide-8 and hyaluronic acid.

Leadership changes are reshaping some of the group’s fastest-growing brands. ELEMIS co-founder Noella Gabriel was named CEO of ELEMIS effective Jan. 1, 2026. Gabriel has been with the British skincare brand since its inception more than 35 years ago.

In April 2026, L’Occitane Group named Jordan Saxemard CEO of Sol de Janeiro. Saxemard had served as the brand’s Chief Marketing & Digital Officer and succeeded co-founder and former CEO Heela Yang as the brand entered its next phase of global growth.

The group itself is operating under a different structure following its 2024 privatization. L’Occitane describes FY2025 as a “watershed year,” saying the move to private ownership allows it to focus on sustainable growth while giving individual brands greater autonomy within the group. Reinold Geiger currently serves as Chairman and CEO.

Sustainability remains a major company-wide focus. In September 2026, L’Occitane Group announced further progress toward B Corp recertification under B Lab’s newer, more rigorous standards. The group first achieved B Corp certification in 2023 and has been working to bring more recently acquired brands into its certification perimeter.

Packaging remains an area to watch. The group’s FY2025 ESG report showed that 27% of its plastic packaging was recyclable or reusable in FY2025, against a stated FY2026 target of 100%.

Looking Ahead:

L’Occitane Group has evolved from its origins as a single Provence-inspired beauty brand, and now the company is growing its other brands.

As L’Occitane en Provence enters its second half-century, the group seems to be increasingly focused on its multi-brand strategy. The company expects “to maintain the heritage brand’s relevance while allowing newer businesses such as Sol de Janeiro, ELEMIS, and Erborian to continue to expand into new categories, markets and product formats.”

Plan-les-Ouates, Geneva
www.loccitane.com

Beauty Sales: $3.3 billion

Key Personnel:

Reinold Geiger, Chairman; Laurent Marteau, Group CEO; Junko Koyama, President of L’Occitane Japan.

Major Products/ Brands:

Eight premium beauty and wellness products that feature organic and natural ingredients, including L’Occitane en Provence, Melvita, Erborian, L’Occitane au Brésil, LimeLife, Elemis, Sol de Janeiro, and Dr. Vranjes Firenze.

New Products:

L’Occitane Almond Hair & Body Mist, L’Occitane Almond Shimmering Oil, L’Occitane Almond Body Serum, Immortelle Divine Cream, Immortelle Reset Oil-in-Serum, Sol de Janeiro Delicia Drench Shower Oil.

Comments:

The L’Occitane Group is a leading global manufacturer and retailer of premium products with a focus on wellness and natural beauty. The Switzerland-based B Corp markets 8 premium brands in over 90 countries worldwide.

L’Occitane Group’s fiscal year 2025 sales totaled $3.26 billion, which represents an 11.7% increase at constant exchange rates compared to the previous year.

This strong performance took place as the company transitioned into private ownership.

L’Occitane’s FY2025 performance included strong sales growth from brands Sol de Janeiro, Erborian, and Elemis. Erborian was the fastest-growing brand in the portfolio, topping earned media value rankings in French skincare. Sol de Janeiro earned the No. 1 spot as the top-selling beauty brand in North America at Sephora, and the brand’s Cheirosa fragrance became the No. 1 fragrance brand on Amazon.

L’Occitane en Provence remained the largest contributor to the Group’s sales, accounting for 48.4% of total sales. Sol de Janeiro contributed 31.6% of sales, more than tripling the contribution of British skincare brand Elemis, which contributed 10.1% of sales; its signature Pro-Collagen range is a bestseller in the UK. Erborian, a premium Korean skincare brand, was L’Occitane’s fastest-growing brand, while America was the fastest-growing region for the company overall, making up 46.4% of sales.

The Americas emerged as the fastest-growing region, contributing 46.4% of global sales. Asia-Pacific followed with 29.7%, and EMEA with 23.8%.

Wholesale was the strongest-performing distribution model, representing 44.8% of sales. Online sales accounted for 29.2% and retail for 26%.

2024-2025 Highlights:

In 2024, L’Occitane launched its Auto-Replenishment program, offering subscribers a convenient way to get products delivered on a regular schedule.

In February, the company announced that the Le Couvent des Minimes, Un Hôtel & Spa L’Occitane en Provence, launched in 2023, had become the world’s first spa to be certified as a “Sustainable Wellbeing Center” by ECOCERT Group. The designation reflects a shared vision between Maison L’Occitane en Provence, Le Couvent des Minimes, and ECOCERT “to redefine sustainability in the spa industry, setting new standards for responsible wellbeing.”

In March, Maison L’Occitane en Provence was named “Best Luxury Hotel Amenities Brand in Europe 2025” by the Luxury Lifestyle Awards.

Looking Ahead:

L’Occitane Group says it is entering the 2026 fiscal year with “cautious optimism” as it navigates an uncertain global economic environment. The company says it will work towards B-Corp recertification in 2026.

Beauty Sales: $2.7 Billion

Major Products/Brands: Skincare, Bath & Body, Haircare, Fragrance, and Men’s Care, under 8 premium brands including L’Occitane en Provence, Elemis, Sol de Janeiro, Erborian, L’Occitane au Brésil, LimeLife by Alcone, Grown Alchemist, Melvita, and Dr. Vranjes Firenze (acquisition).

New Products:

• Sol de Janeiro Delicia Drench Body Butter
• Sol de Janeiro Brazilian Bum Bum Cream
• L’Occitane en Provence Artichoke Body Scrub
• L’Occitane en Provence Almond Shower Oil
• Elemis Pro-Collagen Marine Cream SPF 30

Comments: The L’Occitane Group, a collection of eight premium beauty and wellness brands, each distinct, had an action-packed 2023—and, as a result, made it onto Beauty Packaging’s Top 20 list this year. Net sales grew a whopping 24%, to exceed $2.7 billion. The success was driven by the strong performance of Sol de Janeiro and the continued success of L’Occitane en Provence. The Group has a global presence in 90 countries, with more than 3,000 retail locations, over 1,300 own stores, and more than 9,000 employees.

During the year, the company continued its marketing spend in key markets and channels to sustain its brands’ sales growth, capture new premiumization trends, and solidify its position as “a competitive multi-brand, generationally appealing and geographically balanced group, delivering against the triple bottom line—people, planet and profit.”

Increased contributions from Sol de Janeiro led the “wholesale and others” channel, to become the company’s largest channel. It contributed nearly 40% of total net sales and grew by 45.7% at constant rates in FY2024. Meanwhile, online channels posted 25.2% growth at constant rates, mainly driven by Sol de Janeiro and Elemis, as well as L’Occitane en Provence’s newly launched marketplace channel on Douyin in China. Retail sales globally grew 3% at constant rates, mostly due to the “relative improvement” of the retail environment in China compared to FY2023.

2023-2024 Highlights:

By brand, L’Occitane en Provence underperformed compared to the company’s other brands in terms of global growth and profitability, “despite receiving the largest portion of the marketing budget to capture growth opportunities and maintain market shares in an increasingly competitive environment.”

Sol de Janeiro continued to perform strongly, growing 167% at constant rates in FY2024 and delivering triple-digit growth across all geographies. The brand’s performance was driven by the ongoing success of the Brazilian Bum Bum Cream, blockbuster launches in the fragrance mist category, and the release of limited collections that established the brand’s year-round appeal. Sol de Janeiro also focused on expanding its distribution channels and entering new product categories to develop a full-body regimen.

Elemis continued to focus on its premiumization strategy while also accelerating marketing expenditures to drive expansion in all channels and build a foundation for sustainable growth. Sales for the brand in FY2024 were flat following marked sales declines in the UK and U.S. in FY2024 Q4, a result that was expected as part of the premiumization strategy. Despite the slower overall sales momentum, successful holiday campaigns, stepped-up marketing investments and new product launches placed Elemis among the top 5 face care brands in the UK and the top 15 face care brands in the U.S., with No. 1 and No. 2 earned media value rankings respectively in these two markets. Further, Elemis saw double-digit growth in sales as it accelerated marketing investments on social media channels, alongside KOL livestreaming via Douyin.

In January 2024, L’Occitane Group acquired Italian luxury home fragrance brand Dr. Vranjes Firenze, described as “another step in its strategy to build a geographically balanced portfolio of premium beauty and fragrance brands.”

In FY2024, the company became a certified B Corporation, building on its commitments to empower communities, preserving biodiversity, and mitigating climate change. The company also “set the ambition” to pay each team member worldwide a living wage by FY2026. Furthermore, the Group continued to work on reducing its carbon footprint and plastic pollution, promoting a circular economy for plastics, and strengthening its collaboration with suppliers to ensure responsible social and environmental impact management throughout its value chain. Regarding biodiversity, the Group is progressing toward the traceability of plant-based raw materials. Currently, 81% of plants in L’Occitane en Provence and Melvita’s raw materials are traceable to the plant’s country of origin with the target to reach 90% by FY2026.

Looking Ahead:

To position the company for future growth and expansion, it has evolved its leadership. As of 1 April 2024, Laurent Marteau, former Managing Director, succeeded André J. Hoffmann as CEO. Marteau said, “Looking ahead, we remain cautiously optimistic about our performance in FY2025. However, the company’s additional investments in marketing, IT and supply infrastructure and people and planet investments will continue to weigh on our profit margins in the months and years ahead. These investments remain necessary for each of our brands to grow as competition in the global skincare and cosmetics industry intensifies.”

Also in April 2024, the Board of L’Occitane International S.A. received a proposal from L’Occitane Groupe S.A., the controlling shareholder of L’Occitane International S.A.—and ultimately controlled by its billionaire chairman Reinold Geiger—expressing “its intention to acquire all issued and outstanding stock in L’Occitane International S.A. that Geiger does not already own, to delist the entity from the Hong Kong Stock Exchange and fully privatize the group.” The buyout deal is said to be worth about $7 Billion.

At press time, Laurent Marteau, Executive Director & Chief Executive Officer, resigned from the company.