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Sézane set to launch beauty line in 2023
2023 is a year full of symbolism and promise for French ready-to-wear label Sézane, which is celebrating its 10th anniversary. For the occasion, Sézane launched an anniversary collection on Sunday January 8, and also took the opportunity to reveal to some of it's customers its new beauty line.
On the day of the collection drop, Sézane gave away a beauty essential with all orders of €50 and above. “For our anniversary, enjoy the chance to be the first to discover an up-and-coming new feature of Sézane,” said the label, presenting a visual of its new make-up products, which include lipsticks, a first for Sézane.
Until now, the highly successful label founded by Morgane Sézalory had only made minor forays into the world of beauty: it launched the Eau de Sézane perfume in 2015, it dropped a collaboration with Sephora in 2020, and launched a limited range of personal care products consisting of a body wash and a hydrating milk, both 99% made with ingredients of natural origin.
For its 10th anniversary, Sézane seems keen to have more of an impact, and announced the launch of a full beauty range called “la beauté parfaite” (perfect beauty). The first products, featuring a decidedly Art Deco aesthetic, will be commercialised in spring 2023.
Among those who have contributed to the line's development, alongside Sézalory, a key role was played by Hélène Aubier, founder of CBD (cannabidiol)-based wellness brand Huages. Aubier worked for 10 years at US cosmetics group Estée Lauder, then was head of cosmetics at Rouje, the beauty brand founded by Jeanne Damas, before taking charge of Sézane’s beauty range from September 2020 to December 2022.
Sézane's interest in the beauty sector, which has been taking shape in the last a few years, is no surprise, even less so considering that the label’s most recent new shareholder is Téthys Invest, the Bettencourt-Meyers family’s private equity firm and a subsidiary of Téthys, the main shareholder in global beauty giant L'Oréal. With Thétys Invest as shareholder, Sézane is likely to step up the pace of its involvement in cosmetics.
Sézane was founded in 2013 by Sézalory and Thibault Lougnon, and by Corentin Petit, who has since left the label. It is a French paragon of DNVB success, a brand born online that has managed to grow its business by relying on its web community. Sézane, indicated as one of the potential buyers of fashion label Roseanna, had previously played the diversification card in October 2016, when it launched a menswear line.
The label currently operates 12 physical stores, called “apartments”, in Paris, Aix-en-Provence, Lille, Bordeaux, New York, London and Madrid. Between March and April, it is set to open a store in Paris’s Marais district, at 33 rue des Blancs Manteaux.
Sézane has not disclosed its revenue results, but French business daily Les Échos estimated that its sales in fiscal 2021 were worth approximately €250 million.
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