A French firm founded by three cosmetics industry veterans is pioneering the use of fresh fruit and vegetables in its cosmetics.
The creams and serums are mixed in batches each day with the juice of organic fruit and vegetables from the market, in a process that took three years to refine.
“It’s a long way from just a banana in the blender,” said Laurence Caisey, managing director of Horée Cosmetiques, which has launched production in Clermont-Ferrand (Puy-de-Dôme).
“We started from the basis that no-one eats fruit and vegetables only from cans and bottles anymore, and we all know the benefits of fresh produce – but from there to finding processes which make cosmetics that look and feel good to use took three years.”
The company has taken out patents to protect the processes it invented.
Its products have an expiry date three months after the date of manufacture.
“We have added two natural products to stabilise and sterilise, so there is no risk of fermentation or mould, and we sell in packaging which contains enough product for a month of daily use,” said Ms Caisey.
“Some of our clients like keeping the cosmetics in the fridge, but it is not necessary.”
She said the company has to operate very differently from standard cosmetics firms.
“For example, some of our creams and serums are high in beta carotene, which in the summer we get from fresh melons.
But in the autumn we have to switch to pumpkins and other squash and, when they are unavailable, mandarins and carrots, because we use only what is in season.
“It’s literally a case of going to the market in the morning, washing and preparing the fruit and vegetables and then starting the manufacturing process to be finished at the end of the day.”
Laurence Caisey, managing director of Horée CosmetiquesHorée
The cosmetics can be eaten – although it is very expensive food.
They are sold online only via horeecosmetiques.com, with the landing page suggesting a starter package of a cure antioxydante “super jus” bio made up of a masque, a serum and a jelly for €57.
Sales started last year and the company, which has nine employees, sold €250,000 worth of cosmetics in 2023 and is on the way to selling €1million in 2024.
Most products are sent to Paris addresses or to homes in the Auvergne-Rhône-Alpes region, but Ms Caisey says they are starting to spread across France and Belgium.
In 2025 the firm may start producing in another European country, possibly Germany or the UK, to keep the products local to those markets.
It is also planning to open in the US, probably in California, in 2026.
