EviDenS de Beauté Grows Travel Retail Presence While Recruiting a New Generation of Consumers
5 minutes read
Introduction by: Peter Marshall
Founded by Charles-Edouard Barthes, EviDenS de Beauté has built a distinctive position in prestige skincare through its blend of French luxury and Japanese scientific expertise. Since becoming part of China’s S’Young Group in 2022, the brand has accelerated its international ambitions, with travel retail emerging as a key driver of growth.
In conversation with TRunblocked.com’s Colleen Morgan, CEO Jessie Giraud discusses the company’s expansion strategy, the growing importance of travel retail exclusives – which now account for more than 60% of the brand’s assortment in the channel – and how the Sakura range is helping recruit a younger generation of consumers.
As EviDenS de Beauté enters new markets and strengthens partnerships across Asia and beyond, its focus is clear: driving growth while preserving the exclusivity and premium service standards that define the brand.
Colleen Morgan (CM): EviDenS de Beauté appears to be in an acceleration phase, with strong Q1 2026 results. What’s driving that momentum, and where are you seeing the biggest opportunities for growth today?
Jessie Giraud (JG): Our momentum is the result of a very deliberate strategy rather than a rapid expansion for its own sake. EviDenS de Beauté has always focused on entering the most prestigious doors worldwide, partnering with retailers who share our vision of beauty, luxury, service excellence and long-term brand building.
Over the past few years, we have invested in retail design to elevate our brand image, expanded our product portfolio and created experiences that reflect the French Art de Vivre and Japanese High Technology.
Today, the greatest opportunities lie in Asia, particularly within travel retail, where consumers look for luxury skincare with immediate and proven results with a strong brand heritage.
CM: Recent partnerships, including with The Shilla Duty Free at Changi Airport, have expanded the brand’s visibility in key travel hubs. What are you looking for in a travel retail partner, and how important is retail excellence in building long-term brand equity?
JG: Visibility alone is not enough for a luxury brand. We look for partners who understand the importance of storytelling, service and consumer engagement. A great travel retail partner shares our ambition to deliver a premium experience that reflects the standards of the Maison.
Retail excellence is fundamental because every interaction shapes the perception of the brand. From the location and design of the counter to the quality of beauty advisors and customer experiences, every detail contributes to building trust and desirability.
For EviDenS de Beauté, travel retail is not simply a point of sale. It is an extension of our universe and often the first introduction consumers have to the brand. That first impression must be exceptional and create emotions.
CM: You have spoken about elevating brand awareness in travel retail. As the network grows, how do you ensure that awareness translates into conversion and repeat purchase rather than simply greater visibility?
JG: As our distribution expands, our objective is not simply to increase visibility but to create reasons for consumers to choose EviDenS de Beauté and become loyal to the brand.
One of the key drivers is to offer our TR partners exclusive products and sets.
Beyond exclusivity, we invest heavily in education, personalised consultations and sampling to ensure consumers experience the efficacy of our products. Hero products such as The Special Mask often serve as an entry point into the brand, while exclusive travel retail sets enable conversion and repeat purchase.
CM: Historically, EviDenS de Beauté has been associated with prestige anti-ageing skincare. With the recent launch of Sakura and a more accessible price point, how are you approaching the challenge of recruiting younger consumers without diluting the brand’s luxury credentials?
JG: The Ultimate Shield Sakura was developed with a clear objective: expand our suncare consumer base by attracting a younger clientele while preserving the values and standards that define the brand.
Accessibility does not mean compromising on quality or luxury. The Ultimate Shield Sakura benefits from the same scientific expertise, Japanese skincare philosophy and premium sensorial experience that characterise all our collections. It simply addresses different skincare needs, specifically the first signs of ageing and prevention.
We see Ultimate Shield Sakura as the beginning of a lifelong relationship with the brand. It allows more consumers to enter our universe while often following a path already established by family members who know and trust the brand.
CM: The launch of The Ultimate Shield introduces a lighter protection offering at a time when skincare routines are becoming more streamlined. How do you identify white-space opportunities in a category where consumers are faced with more choice than ever?
JG: We listen carefully to our consumers and observe how their lifestyles evolve. Today’s consumers want products that deliver multiple benefits while remaining effortless.
The Ultimate Shield launch responds to a growing demand for high-performance protection combined with lightness and skincare benefits. It also reinforces our French Riviera DNA, with the product developed in our laboratories in France.
CM: You’ve spoken about ‘connecting the dots’ between domestic and travel retail channels. What does that look like in practice?
JG: Luxury consumers do not distinguish domestic and travel retail channels. They simply expect a consistent experience wherever they go and shop.
For EviDenS de Beauté, connecting the dots means creating a complementary ecosystem between channels. Domestic boutiques showcase the full EviDenS de Beauté experience through facial treatment rooms, while travel retail offers entertainment and excitement with innovative pop-ups and exclusive products specifically curated for travellers.
At the same time, we ensure consistency in storytelling, service standards, retail design and clienteling. Whether a customer discovers us at Galeries Lafayette Paris, Harrods London, Hong Kong, Seoul, Changi Airports, we must offer them the same level of expertise, luxury and care.
CM: The brand has recently expanded with Shinsegae and Lotte in South Korea. What makes the Korean market strategically important?
JG: South Korea is one of the world’s most sophisticated beauty markets. Consumers are highly knowledgeable, demanding and attentive to product performance and innovation.
Success in Korea requires authenticity, efficacy and strong retail execution. The lessons we learn there are highly valuable across Asia, where consumers increasingly expect premium experiences, personalised service and visible results.
CM: As EviDenS de Beauté expands its footprint, broadens its consumer base and enters new markets, what would success in travel retail look like five years from now?
JG: Five years from now, success would mean EviDenS de Beauté being recognised as one of the most desirable luxury skincare brands in global travel retail while maintaining the exclusivity and prestige that define us today.
We want to be present in the world’s leading travel retail hubs, supported by exceptional retail experiences, strong partnerships and a loyal international customer base. Our ambition is to grow sustainably, building long-term desirability while remaining true to the values that have shaped EviDenS de Beauté since its creation.
