Jimmy Fairly co-founder launches performance-led beauty brand Firn
Sacha Bostoni, the entrepreneur behind French eyewear brand Jimmy Fairly, has returned to the retail spotlight with a new venture in beauty, introducing Firn - a high-performance skincare brand rooted in alpine science and affordability.
Bostoni, who helped turn Jimmy Fairly into a beloved direct-to-consumer brand, left the business two years ago following its acquisition by investment firm HLD. Now, he’s applying a similar model to beauty: product-led innovation, quality branding and accessible pricing.
"There is space for really high-performance products, but with an affordable price," he told WWD. "That’s the whole model - Polène for bags, Sézane for fashion, Jimmy Fairly for eyewear and Firn for cosmetics."
Firn is built around a proprietary active called STM30, Thirty Days Stem Cell Complex, developed in collaboration with Dr. Fred Zülli, a Swiss pioneer in alpine stem cell technology. The complex, made from Alpine rose stem cell culture and a microorganism discovered in a Swiss glacier, is designed to combat wrinkles, dehydration and dullness by stimulating ATP (adenosine triphosphate) - the energy source for skin cells.
The name Firn refers to recrystallised snow found on glaciers, symbolising purity and the alpine origins of the brand’s key ingredients.
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The brand is debuting with a Multi-Corrective Cream (€55 for 50ml) and five targeted serums (€25–€29 for 15ml), all containing the STM30 complex. Each serum addresses a different skin concern, from oiliness and pigmentation to early and advanced signs of ageing. A vitamin C serum rounds out the launch line-up. 1% of sales pledged to a nonprofit supporting farmers.
Former L’Oréal and Typology Executive, Clémence de Stabenrath, serves as Product Director and co-founder, offering invaluable industry expertise.
As for Firn's rollout, products are launching online at Oh My Cream, with the brand’s DTC site to follow in September. Physical retail is on the horizon, with two standalone stores planned in Paris by November.
"There are no performance brands that have a great retail experience," Bostoni said. "I’m trying to replicate what I learned - how to build a unique retail experience, which right now is something lacking a lot in cosmetics."
The stores will eventually expand beyond skincare to include hair and body care, reinforcing Firn’s ambition to become a full-spectrum beauty destination.
