Page 81 - EM - Export Magazine Perfumery Edition

COMPANY

In Saint Rémy de Provence the flagship Florame boutique and The in-depth R&D of each product is designed to capture the
beauty salon epitomises their stylish mastery of natural beauty essence of each carefully selected plant; through distillation the
and aromatherapy. Such is their attention to detail that even the purest organic raw material is derived. The next is Florame’s
furniture has been specially created by local artisans, a touch differentiating formulations. Their formulas have an inert base
that has caught the eye of many of their partners who ask for of 5 to 10% with 60 to 90% actives; conventional cosmetics
the same to be included in their interior styling. Something the typically have 60 to 90% inert base with only 1 to 5% actives
Florame team are very happy to arrange. while many organic cosmetics have 40 to 80% inert base with up
to 25% actives. Through their laboratory’s constant innovation
they continue to push the boundaries to maximize the
percentage of naturality while delivering the highest possible
efficacy. This continuous improvement mindset means that
Florame’s organic revolution never stops.

Collines de Provence flagship

Florame’s collection features around 500 references, their
pledge to sustainability integrity means that if there is an issue
with a harvest the connected product will not be made. “For A recent example is their best-selling Lys Perfection anti-
more than 30 years organic efficacy has been the baseline of ageing line. Ongoing research led to a further breakthrough
Florame” explains Romain Ruth “our product quest is always that will see the introduction of formulas delivering the most
linked to the natural ingredients and their concentration so concentrated products you can find on the market. More
ensuring our traceability in sourcing as well as maintaining our developments are currently under wraps but will be ground-
long term partnerships with the growers is vital.” breaking in the industry and something Romain Ruth advises
“no other company can offer.”
potency & performance
Adding to their above normal quality standards, is an exceptional Organic by Design

level of knowledge combining timeless traditions and skills with Florame’s range reflects the best in organic aromatherapy,
innovation. The Florame team have at their disposal a database cosmetics and fragrances. Since day one they have been
of several thousand chromatographic profiles, this unique organic, it was not about trend but a founding purpose to
‘Aroma-Library’ is both a source and resource. create highly effective cosmetics and products made by nature
(and not simply inspired by nature as many others do). This
independence of vision remains a constant in all that they do.