H&M-owned Swedish fashion brand & Other Stories has launched a premium natural beauty range called Paris Atelier in collaboration with its French creative studio.
Featuring active natural ingredients of certified French origin, the capsule collection is divided into four themes that represent a sensorial journey through France.
Inspired by Brittany’s sea plant life, The Coast’s bath and shower products feature red seaweed, while The Forest’s 95% natural bodycare contains white truffle, green fern extract and cold-pressed walnut and hazelnut oils. The Herb Garden’s hand and lip products are inspired by Provence’s rich flora and fauna, with fragrant saffron, chamomile, rose and honey extracts as well as moisturising olive butter and beeswax. Finally, The City’s two eau de parfums – namely Ballet Improvisé and Nocturne Parisienne – celebrate Paris, created with 83-86% natural ingredients such as fermented alcohol from French-grown sugar beets.
As explored in Future Beauty: New-Era Naturals, the global natural and organic beauty market will be worth $21.78bn by 2024 (Persistence Market Research, 2016), with increasing consumer demand for natural products and honest labelling driving growth. As with H&M’s new Conscious Beauty range – see Scandi Beauty: Cult Appeal – Paris Atelier’s price points are higher than & Other Stories’ highly successful affordably priced core beauty line, reflected in the high quality natural ingredients and richly hued packaging with gold lettering.
For more on how niche beauty brands are impacting the market, see Rewriting the Rules of Luxury Fragrance.