In just a few years, Aroma-Zone has taken the French cosmetics and wellness market by storm, challenging established brands like Yves Rocher, which are now seeking reinvention.

The numbers speak for themselves: in 2024, the brand saw a 56% rise in sales (+40% like-for-like), following a 43% increase in 2023. Aroma-Zone boasts nearly 3 million active consumers in 2024.

Sabrina Herlory Rouget, CEO of Aroma-Zone since the brand was acquired by the Eurazeo fund in 2021, attributes this strong performance to several key factors: the expansion of the finished product range, robust vertical integration enabling the brand to offer "quality products at the fairest price," and its commitment to transparency, natural ingredients, eco-design, and zero waste. Additionally, the continued growth of the store network and the enduring strength of the digital channel—accounting for 50% of sales with 3.2 million parcels shipped in 2024—have further fuelled success.

Although Aroma-Zone initially gained recognition for its range of ingredients for homemade cosmetics, "ready-to-use" products now account for 90% of its sales. In France, the brand sells a hyaluronic acid serum every 10 seconds.

To top it all off, the brand made a spectacular entry into the leading group of France’s top-ranked favourite brands in 2024 [1], securing second place behind Decathlon and ahead of Amazon. "Aroma-Zone’s spectacular entry into the top 3 of our ranking illustrates a large part of the changes in consumption that have taken place on the French market for beauty and well-being products. The quality-price criterion, the natural or clean formulations, the experience in points of sale, contribute to the success of the brand," underlines Stéphane Blanchard, Managing Partner France at OC&C Strategy Consultants.

Upcoming initiatives for 2025

In 2025, Aroma-Zone wishes to continue to enrich its offering with, in particular, the planned launch of a hybrid range of skincare-makeup, and products that are increasingly adapted to the characteristics and preferences of each individual.

The brand also aims to expand its store network, which currently includes 22 locations in France and one in Brussels, Belgium. Plans for 2025 include ten new openings across France—in cities such as Rouen, Cannes, Lyon, and the southwest—along with a first store in London by the end of the year. Additionally, the aroma-zone.com platform will be available in English by summer 2025.

"Our entry into the British market will combine e-commerce and a physical presence. The UK market strongly resonates with our universal approach, where the balance of quality and price is crucial, with a strong emphasis on efficiency. We will launch in London at a carefully selected location, taking a highly pragmatic approach," Sabrina Herlory Rouget told Premium Beauty News.