Hidden Gems & Perfect Fits: Two Women Redefining Travel Retail
5 minutes read
Introduction by: Peter Marshall
Travel retail is evolving, with shoppers on the lookout for discovery, authenticity, and experiences.
Two consultancies at the heart of this shift are Pépites Asia and We-Curate, both led by women with a sharp eye for innovation and a passion for storytelling.
TRunblocked.com’s Contributing Editor Colleen Morgan puts the same set of questions to both agencies’ founders – exploring how they choose brands, the trends shaping the channel, and where they see travel retail heading next.
Travel retail veteran Beatrice (Bea) Charreire founded Pépites Asia in 2019. Her specialty? Finding “hidden gems” and assisting Western beauty brands to “launch and shine” in Asia.
With a strong distribution network, especially in China, Pepites facilitates launches with leading retailers and distributors on the domestic markets and, increasingly, in travel retail. The Pépites Asia brand portfolio includes Augustinus Bader, L:A Bruket, Payot, Panier des Sens, Codage, Absolution, Courrèges, Bon Parfumeur and Les Eaux Primordiales, among others.
We-Curate, on the other hand, focuses on the USA, the UK and European market entry. The company was founded by Virginie Duchatelle to focus on premium beauty, wellness and lifestyle brands, connecting them with the right opportunities.
We-Curate has assisted over 70 brands since 2020, with current partners including The Smilist, Nest York, Carrés Sauvages and Les Eaux Primordiales.
Colleen Morgan (CM): Both of your consultancies take a unique approach to travel retail – Pépites Asia focuses on uncovering “hidden gems”, while We-Curate spotlights the right brands for the channel. What do you look for when you’re evaluating new brands?
Beatrice Charreire (BC): I look for those hidden gems, the Pépites, niche brands with authenticity, strong storytelling, and a point of difference that resonates with Asian consumers, and especially Chinese travellers.
Virginie Duchatelle (VD): For me, it’s about fit-for-channel: premium brands with clear international scalability, strong margins, and the capacity to execute in travel retail and beyond.
CM: Storytelling and innovation play a big role in travel retail. How do you help brands bring their identity to life in this space?
BC: By highlighting cultural relevance and adapting storytelling to local values in Asia.
VD: By creating immersive activations – from villa showrooms in Cannes to curated retailer presentations – to ensure brand DNA shines while meeting buyer expectations.
CM: Your work blends creativity with sharp business thinking. What would you say are your personal strengths, and how have they influenced your companies’ growth and positioning?
BC: Over 25 years in Asia with LVMH (Travel Retail Global Head Benefit Cosmetics, Asia Director of Kenzo Parfums) gave me a strong knowledge of the beauty market in Asia (especially in China), and a strong network among key operators and distributors in the region.
I am a ‘link weaver’, connecting the dots between East and West.
VD: My strength is bridging strategy and execution. We are if you like a mini EY (Ernst & Young) for beauty and lifestyle brands, going far beyond being a distributor and turning strategy into deals across the UK, Europe and the USA.
We’re boutique, specialized, and hands-on. We don’t just advise; we deliver through a combination of strategic rigour and operational impact.
CM: Can you share a few standout brands you’re working with right now? What makes them resonate with the markets you are dealing with?
BC: Here I could highlight L:A Bruket, Payot, Panier des Sens and Absolution.
These are brands which definitely combine heritage with modernity and skincare credibility, and they are well adapted to Asian skin needs. Their successes in China accelerate their development within global travel retail operators.
VD: NEST New York, Courrèges, Wilder Botanics, Les Eaux Primordiales and Refeel Naturals. All because they blend storytelling, category innovation, and offer premium positioning that travels globally.
CM: Sustainability and strong storytelling seem more important than ever. How much do those factors influence whether you decide to take on a brand?
BC and VD: They’re non-negotiable. If a brand doesn’t have a meaningful story and credible sustainability, it won’t last in travel retail today. That applies particularly to Gen Z travellers who shop brands with ‘purpose’ and are eco-friendly.
Our brands offer specific products and sets that are “travel friendly”.
CM: How do you balance a sense of exclusivity with the need to scale globally or adapt to specific regional markets?
BC: We ensure exclusivity in early roll-out – iconic doors first, then scale smartly once the story is anchored.
VD: We build phased expansion strategies: UK, then USA, then EMEA. Selective scaling, never dilution.
CM: You both work across travel retail, domestic markets, and online channels. What does travel retail offer that traditional retail doesn’t – and how do you help brands make the most of that?
BC and VD: Travel retail is the ultimate discovery channel – global reach, diverse consumers, and the chance to test resonance in real time. We help brands make the most by curating the right entry points, negotiating with key players, and amplifying visibility.
CM: What do independent brands – especially those that are trending well on the domestic market – need to do to have their voices heard and to claim space on already cluttered shelves in travel retail?
BC: Independent brands need to arrive prepared. Domestic buzz is a great start, but travel retail is a different game: retailers want to see clarity of positioning, strong margins, and the ability to scale across multiple geographies.
VD: Equally important, brands must come with commercial experience and readiness: the ability to activate with animations, strong advertising — often on-screen, so highly visual storytelling is essential — and tailored offers for travel retail. Minis, travel sets, or exclusive bundles make it easy for travellers to either pick up a product they already know and love, or to discover the brand for the very first time.
Brands need to think beyond the product: to have a crisp pitch, a differentiated activation plan, and a roadmap that shows how they’ll generate both traffic and conversion. It’s about proving you’re not just the ‘hot brand of the moment,’ but a partner who can perform in a high-stakes, global channel.
CM: Do you believe travel retailers need to change their thinking/strategy concerning independent/niche brands?
BC: Yes – and many already are. Travellers are no longer only looking for the big heritage brands; they crave discovery, storytelling, and innovation. Independent brands bring freshness, sustainability, and agility – exactly what today’s consumers are asking for.
VD: The reality is that new niche brands are still underrepresented in travel retail. Yet travellers love to test, to try something new on their journey. Buying a heritage product is about brand loyalty; buying a niche product is about the thrill of discovery, the excitement of finding something you can’t always get at home.
Retailers who adapt to this shift – who carve out space for newness, highlight innovation, and allow niche brands to shine through strong TR-tailored formats – will capture that excitement and translate it into incremental growth. Discovery is the real currency of travel retail.
CM: Looking at travel retail and the P&C category in general, where do you think the sector is headed?
BC and VD: It’s moving towards experience-led retail, wellness-meets-beauty propositions, and a greater demand for authenticity and clean stories.
CM: And lastly, if you had three things to say to the travel retail trade right now, what would they be?
BC and VD: The first would be to invest in newness – consumers want discovery.
Secondly, be agile. Adapt to shifting trends, especially wellness and clean beauty.
And thirdly, partner smartly. With consultancies like Pépites Asia and We-Curate, you don’t just get products, you get execution, global networks, and proven results. Brand building is essential in today’s market.
