Page 82 - EM - Export Magazine Perfumery Edition

COMPANY

Another key pillar to this brand is the convergence of
wellbeing, beauty and self-care; an approach inspired by old-
world apothecaries and benefits from plants. Appropriately a
neighbouring house to Saint Rémy de Provence boutique was As Ruth explains “ What is more precious than nature? It is the
once home to renowned Nostradamus, also an apothecary. universal symbol of health and beauty; and there is nothing
Well-suited to department stores, pharmacies, drugstores and more essential than biodiversity. In the beauty industry the
organic shops Florame’s ranges include hygiene, hair care, body question that remains is simple; how can we converge better
care, essential oils, diffusion and fragrances as well as men’s efficacy of products and the preservation of nature? Certified
grooming and a comprehensive cosmetic collection. Within the organic products show that it is possible; there is no excuse
beauty lines there are the popular anti-ageing Lys Perfection for brands to mislead the consumer by tactics such as evoking
and Age Intense, the more targeted Tolerance (sensitive skin), nature in a drawing or using a vague perfume from an artificial
Nutrition, Hydration and Purete as well as stand-out products flower. True sustainability can become the norm. When you try
such as the 5-in-1 BB Cream and Infusion Divine. Florame the experience speaks volumes, we do not have to lie
or pretend, the genius of nature is our heart.”
To help reduce the damage
of misinformation in the
industry, Ruth and his
team work with scientists,
associations defending
biodiversity, organic
farmers and the authorities
to continually develop
more sustainable solutions.
Florame is known as
a change agent, their
actions prove that organic
products can outperform
conventional ones.
Products proudly bear a raft
of sustainability credentials Creating a Vision for the future
including Cosmebio, Cosmos, Florame’s new facilities in Saint Rémy de Provence demonstrate
Ecocert and more. Each one the Ruth family’s belief in reinvestment. Built with the future
is subjected to rigorous in mind, the site is entirely sustainable from the construction
quality control and the material and work-life design to the surrounding landscaping
many efficacy tests (in-vivo, there has been no dilution in their vision. Everything honours
user and dermatology tests) the surrounding Alpilles nature reserve and the environment.
attest to their exceptional Prior to these new headquarters in 2015 they introduced a bird
performance. sanctuary to improve the overall eco-system and protect the
valuable wildlife habitat.
Values that Matter
Florame was built on a promise to create an organic brand that
truly works, one that delivers more than just results but also
an experience that benefits people and the planet. This in itself
is a strong message but the Ruth’s family commitment to the
organic movement is multidisciplinary.
It extends beyond their own brands into the wider industry. For
over 10 years Romain Ruth was President of Cosmebio, a role
he only recently stepped down but remains very active in the
association. An important area they continue to tackle is the
widespread greenwashing that pervades the beauty industry.

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