Jacquemus enters 'beauty chapter', signing exclusive deal with L'Oréal
Jacquemus has signed a new long-term, exclusive beauty partnership with L’Oréal Group. The beauty giant has also invested in the luxury fashion brand, "supporting its independent development".
Designer Simon Porte Jacquemus, who founded Jacquemus in 2009, built a now cult-favourite brand with the right concoction of style, price point and marketability. Renowned for its itty-bitty Chiquito bags and effortlessly cool fashion shows that become viral sensations, with runways passing through picturesque fields of lavender or wheat, the fashion brand has garnered a hefty fashion following.
However, Simon Porte Jacquemus has also dreamt about branching out into beauty. He said: "Perfume and beauty have always been part of my vision for the brand".
With that being said, back in 2021, Jacquemus planned to partner with Puig on a beauty venture. At the time, Puig acquired a 10% stake in the company, but the plan was aborted, with Jacquemus later repurchasing the stake.
In October 2024, Jacquemus retained Rothschild & Co. to help find a minority investor to help it grow in the US, Europe and Asia, as well as fund its beauty expansion. This comes as luxury faces a slump, which is expected to negatively impact the French brand's revenues this year.
In 2025, the deal has finally been inked, with L'Oréal. Cyril Chapuy, President of L'Oréal Luxe, said: "We are thrilled to welcome Jacquemus and unleash together its outstanding luxury beauty potential. With its singular brand positioning, fueled by sensational creativity and social first playfulness, Jacquemus will perfectly complement L’Oréal Luxe’s portfolio of iconic brands and reinforce our worldwide leadership."
Simon Porte Jacquemus added: "Fifteen years ago, I began dreaming of and creating Jacquemus, with perfume and beauty always part of my vision for the brand.
"Today, I am proud to continue shaping this dream with the leading beauty group, L’Oréal. I’m excited to see what the future holds for us."
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