L:A Bruket unveils a new face line and strengthens its retail network

By

Sarah Ahssen

Translated by
Cassidy STEPHENS

Published
Oct 11, 2022

On September 29, in the midst of Paris Fashion Week, the brand L:A Bruket unveiled its new line of facial care products in a pop-up store on Rue de Turenne in Paris. The goal for the Swedish beauty brand, which is expanding its distribution in France and Asia in September 2022, is to assert its positioning as a premium skincare brand.

"Launching this line of facial care in the middle of fashion week allows us to make ourselves known to internationals and a clientele of professionals in the sector. In Europe, and in France in particular, L:A Bruket is perceived as a lifestyle brand, and this event, which included a facialist, allowed us to show that we are a premium skincare brand," says Stanislas Le Bert, L:A Bruket's general manager, who is launching a seven-product skincare line to replace the existing range.

Designed to restore the skin's ecosystem by optimizing the mechanisms of cellular biology, this line concocted with COSMOS-certified ingredients uses, among other things, Algica, a microalga found in Scandinavian waters. A replenishing serum is 82 euros per 30ml. A face line with which the brand should establish itself with distributors specializing in clean beauty, but also in spas.

Present in France via two boutiques in Paris and a 25 square-meter corner in the Wellness Gallery of Galeries Lafayette Haussmann, the brand has set up a pop-up store at 8 Rue des Abbesses in the 18th arrondissement of the capital. A place that allows L:A Bruket to trial a neighborhood with both a tourist and local clientele. The pop-up will close its doors on December 31.

Experienced Capital Partners has been the beauty brand's majority shareholder since 2019 and next November, L:A Bruket will open its first store in Asia, in Hong Kong. A point of sale operated in partnership, which will be inaugurated in the K11 cultural and retail complex.

"L:A Bruket has five boutiques in Europe and around 40 corners worldwide, half of which are in Asia. Fifteen of them are in South Korea," says Le Bert.

The brand is therefore continuing to develop in Asia. L:A Bruket has just taken over its direct distribution in Japan, where it has just opened a dedicated online store, and will open a physical store in November at Isetan. The Nordic label has also resumed its direct distribution in the United States, where it has also launched a website.

"For three years we have been developing the brand in Europe and Asia. But the next few years will be dedicated to the United States and the Middle East," explains Le Bert, who added that in terms of e-commerce, the United States is the main market for the brand.