With a 20% growth on the global scale, +15% in France, +15% in Asia, and +33% in China, Melvita’s strategy and investments are starting to pay off.
“We decided face care would be the top priority in our relaunch programme. These products accounted for 56% of our global sales in 2024, and 65% of our sales in France,” explains Davoust. “We also focused on four flagship products: the Activator of Light Oil & Water Exfoliator, the L’Or Rose Dry Oil, the Argan Bio-Active Lift & Firm Cream, and the Source de Roses Extraordinary Water, which are sold every six minutes in the world. With these four items, we achieved a 34% growth, which encourages us to continue along this path.”
Since February 2024, five ranges have been relaunched with the new graphic charter. Some formulas were revamped, and three new ranges were developed. In 2025, Melvita is planning to relaunch the range Nectar Pur for blemished skins, as well as its range of cleansers Bouquet Floral.
In France, investments are focused on the pharmaceutical channel – the brand is available in 800 pharmacies right now – as well as on the development of an online influencing network. On the global scale, Melvita will join Ulta Beauty in Mexico in less than two months – a key step to settle in the US through a strategic partner. In addition, the brand will keep growing in Morocco, Slovenia, and Mauritius, relying on local distributors.
Unsurprisingly, being already firmly established in the area, Asia also remains a priority market for Melvita. The continuous presence of Davoust in Hong Kong just shows how important this region is in the development strategy.
Renovated shops and pop-up stores in Asia
Melvita recently carried out a gradual transformation of its company-owned outlets in Asia. In Kuala Lumpur, Malaysia, the store in the Mid Valley shopping mall was fully redesigned: it now features a room for skin diagnoses and mini skincare treatments, as well as a display wall dedicated to refillable products, and an area for recycling empty cosmetics packaging. These renovations naturally feature the new graphic charter and the new logo, while highlighting the brand’s commitment to sustainable development.
“We managed to double the attendance levels in our renovated shops,” rejoices Davoust. “Meanwhile, we have been multiplying pop-up stores in Japan, with models from three weeks to four months, so we can test new places, gain visibility, recruit new customers, and attract strategic lessors.” Lastly, Melvita is also strengthening its presence in China, Hong Kong, and Malaysia through Sephora, both online and in physical stores.
Acceleration in China
In China, Melvita is enjoying very strong momentum, with 33% growth. A real phenomenon contributed to this boom: the Argan Oil and Rosehip Oil Roll-On met with impressive success, with 400 000 items sold last year. This year, the brand set itself the ambitious goal of 700 000 sales, only in China. This roll-on has become a must-have for Chinese consumers, who often purchase two to massage their eyes simultaneously.
To best meet market expectations and guide its innovations, Melvita surveyed its Chinese customers. Following these discussions, a top expert neck care product will soon be launched. This approach perfectly illustrates Melvita’s strategy in Asia: focusing on very specific products to create a buzz, quickly gain visibility, and gain market shares in a highly competitive environment.
A clear craze for double cleansing and foams
After a complete makeover – new packs, enhanced formula rinsing – the Bouquet Floral range of face cleansers emerged in stores in April 2025 in France. The only product that was fully reformulated is Radiance-Boosting Cleansing Foam, to meet consumer demand for gentle, easy-to-rinse foams perfect for double cleansing. This gesture originating from Asia is increasingly adopted by Western customers.
“In South Korea, brands are churning out foam at the moment. As a matter of fact, at the 2025 Cosmoprof Bologna show, the winner in the face care category was a cleansing foam: Melting Cleanser, developed by South Korean brand Dr. Melaxin,” recalls Didier Thevenin. “We conducted our own in-house investigations, and the result was indisputable: fans of double cleansing will never return to standard cleansing,” he says with a smile.
