Melvita, the organic cosmetics brand owned by the L’Occitane Group, is reporting high sales growth in the Asian market.
The brand has reported a 20% sales increase overall, with the highest increase (33%) in the Chinese market, and 15% growth in the Asian market. It has also reported 15% growth in its domestic (French) market.
The brand was re-launched in 2024 to celebrate its 40th anniversary. A year later, the results look promising. “The sleeping beauty put her fingers in the socket”: such was the expressive metaphor of Didier Thevenin, the brand’s Development Director responsible for growth in new markets.
According to Global General Manager Nathaëlle Davoust: “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.”
Melvita is reporting very high growth in the Chinese market. It states the popularity of its Argan Oil and Rosehip Oil Roll-On products, with 400,000 sold last year. This year, the brand has set a target of 700,000 sales in China.
EI Comment: Melvita is one of the European organic cosmetic brands that is gaining high acceptance in Asia. Asian consumers are seeking high quality organic cosmetics and have high trust in European brands. EI finds greenwashing is rife in the Asian market, with many brands making natural and organic claims. Melvita produced are made in France and have COSMOS certification: this builds trust with Asian consumers who are often misled by false green marketing claims.
Related Report: Global Market for Natural & Organic Personal Care Products
