On February 7, L’Oréal Groupe announced the signing of a long-term and exclusive beauty partnership with Jacquemus, a fashion brand originating from southern France. As part of this agreement, L’Oréal has acquired a minority stake in the brand to support its independent growth. Jacquemus will officially enter the beauty market in collaboration with L’Oréal Luxe and expand its business ventures through this partnership.
The brand was founded in 2009 by Simon Porte Jacquemus and has grown rapidly by leveraging its distinctive creativity and unique storytelling. His collections are deeply inspired by childhood memories in southern France, as well as various artistic and cultural influences. Jacquemus is widely recognized for its poetic and visually striking runway shows, staged in iconic locations such as lavender and wheat fields. More recently, the brand has captivated audiences with shows held at the canal of Château de Versailles (“Le Chouchou”), Fondation Maeght (“Les Sculptures”), and Casa Malaparte (“La Casa”).
In March last year, Simon Porte Jacquemus was awarded the Chevalier de l’Ordre des Arts et des Lettres in Paris, an honor recognizing his contributions as a designer. The brand has also been expanding its global retail footprint, opening stores on Avenue Montaigne in Paris, as well as in Dubai and Seoul. Last fall, it further strengthened its influence in the international market by launching its first flagship stores in SoHo, New York, and Bond Street, London.
Related Article: Jacquemus Opens Its First Flagship Store in London: Accelerating Global Expansion
The Potential of Jacquemus’ Beauty Line
With its partnership with L’Oréal, Jacquemus is expected to expand into the beauty category, launching new products including fragrances and makeup. How will the brand’s minimalist design philosophy and creative approach infused with French esprit be reflected in its beauty line?
Jacquemus’ digital-first marketing strategy is likely to be leveraged for the new beauty line as well, with a promotion strategy centered around social media and online platforms. This approach will not only engage the brand’s existing fashion audience but also reach a new segment of beauty consumers.
Recently, Jacquemus unveiled its Spring/Summer 2025 collection, “La Croisière,” in Paris. The brand generated buzz by deliberately capturing all runway and campaign visuals using an iPhone 16 Pro Max.
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Regarding this partnership, Cyril Chapuy, President of L’Oréal Luxe, commented, “With its singular brand positioning, fueled by sensational creativity and social first playfulness, Jacquemus will perfectly complement L’Oréal Luxe’s portfolio of iconic brands and reinforce our worldwide leadership.”
Simon Porte Jacquemus also shared his thoughts: “Fifteen years ago, I began dreaming of and creating Jacquemus, with perfume and beauty always part of my vision for the brand. Today, I am proud to continue shaping this dream with the leading beauty group, L’Oréal. I’m excited to see what the future holds for us.”
Further details on Jacquemus’ beauty line are expected to be announced in the coming months.
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