The Interview: Aroma-Zone CEO on bringing France’s beloved beauty brand to the UK and democratising high-quality self-care
Renowned across France for its science-driven, natural approach to self-care, Aroma-Zone is making its UK debut. The brand, celebrated for its clean, effective, and eco-friendly skincare, haircare, and wellness products, will open its first UK store at Westfield London later this week.
In this exclusive interview, TheIndustry.beauty speaks with CEO Sabrina Herlory Rouget about the brand, the opening of its first UK store, the reasons behind its expansion into the market, and more.
Herlory Rouget joined Aroma-Zone in November 2021, bringing extensive experience from senior leadership roles at Estée Lauder-owned brands MAC Cosmetics, Jo Malone London, and Bobbi Brown, as well as the L’Occitane Group.
Since taking the helm, Aroma-Zone has refined its offering to better align with the expectations of its growing community, expanding into ready-to-use products such as moisturisers, serums, and dietary supplements, available online and in 27 stores across France, as well as one in Belgium.
This customer-focused approach has helped Aroma-Zone build a loyal following. Today, the brand counts over three million active customers - including 1.5 million new additions in 2024 - and has built a reputation for delivering high-quality, accessible products that appeal to a wide audience.
Although some industry experts suggest that brands should focus on a specific demographic, Aroma-Zone shows that broad, inclusive appeal can be just as effective in driving growth and loyalty.
"I think the reason Aroma-Zone has become such a phenomenon in France - and why it might one day become the country’s leading beauty brand, even among France’s internationally renowned names - is that we truly bring everyone together under one roof, Herlory Rouget tells TheIndustry.beauty.
"About 25% of our customers are men. We’re one of the top five beauty brands on TikTok, so we attract younger audiences, but 40% of our customers are over 40. We welcome every skin type, every skin tone, every hair texture, every gender, every age, and every income level. We have customers who are just starting out and others who are very comfortable financially - yet all make the conscious choice to shop at Aroma-Zone.
"There are not many places left like this - a genuine safe space where everyone can meet, share, learn, and experience highly effective, healthy, and eco-conscious beauty and wellbeing products. That’s what we believe in, and it’s what drives us: to democratise access to the best quality for everyone."
Aroma-Zone’s also appeal lies in its products, which are formulated with active ingredients that meet and often exceed European regulatory standards. The brand focuses on clinically tested efficacy while maintaining fair and accessible prices. Its business model prioritises investment in formulations, limits marketing costs, and relies on direct distribution to reduce intermediaries and unnecessary packaging.
"At Aroma-Zone, we’ve always believed that the best care shouldn’t come at a premium. We invest where it counts - in the formula," emphasises Herlory Rouget. The brand avoids celebrity endorsements and traditional advertising, instead directing its resources toward research and development, ingredient selection, and formulation - all managed in-house at its own laboratory.
Take the brand's AA Collagen Concentrated Serum, for example. It contains biomimetic peptides produced through advanced biotechnology that mimic the effects of human collagen. These active ingredients cost over €6,000 per kilogram, yet the brand offers a 30ml bottle for just €9.95. Herlory Rouget said the serum’s effectiveness speaks for itself, with customers sharing their experiences and driving organic word-of-mouth promotion.
"Because of the quality, people stay, and that’s why the brand grows. What really makes this brand unique and drives its rapid growth is word of mouth. It’s real people, like you and me, who discover the products and think, ‘This is amazing,’ and then tell their friends and family. I’m not kidding - that’s the core of our growth," she says.
"And what really matters is retention. At Aroma-Zone, 60% of our customers repurchase - that’s the highest rate we’ve seen. For comparison, best-in-class rates in the market are usually around 30%. And these customers aren’t limited by loyalty programmes or obligations - they repurchase simply because the quality is outstanding."
Other hero products from Aroma-Zone include a 3.5% Hyaluronic Acid Serum, Marine Collagen Supplement, Anti-Hair Loss Hair Serum with Peptides and Pea Extracts, and Rich Cream with Collagen and Spilanthes - all of which will be available to UK consumers online and at its first-ever store across the channel, located in Westfield London.
However, this UK expansion wasn’t a central focus for the brand until the opportunity was presented to them.
"Was the UK on our roadmap and was it a priority? To be honest, not so much. We have so much to do in France still - the brand is in such high demand. We need to maintain the right level of connection with our French consumers. Then there are other countries - Spain, Italy - where we already have strong communities," reveals Herlory Rouget.
"The reality is, we were approached by Westfield London. They said, 'We want to bring you to the UK because you’ve been such a phenomenon in France, especially in our malls, and we absolutely want to bring you over'. We asked ourselves: Are we ready? Does it make sense right now? They managed to convince us, which is why we’re opening at Westfield London."
The new 340m² flagship store promises an immersive experience designed to inspire exploration and make natural self-care simple, transparent, and personal.
Opening on Friday 7 November, the space will feature more than 500 natural products, offer beauty workshops, and introduce Aroma-Zone’s signature Booster Bar - "a first for the UK market" - with every element designed to help customers make informed and confident choices.
"For us, this store is also a lab - a space to engage with British consumers, understand their obsessions and needs, and explore areas that the market hasn’t fully addressed. It’s where we can tell our story and explain what we stand for," shares Herlory Rouget.
As part of this, a colour-coded layout will guide visitors through the different areas of care: face, hair and body, nutrition, and aromatherapy. Each of these zones will feature ready-to-use treatments, while the booster bars will showcase active ingredients that can be added to products to target specific, recurring, or occasional needs. A curated selection of accessories will also be available.
As for the product selection, consumers can expect the brand’s most widely used items. "We want to maintain the universality of the brand while still allowing for personalisation. Niche products will remain available online, but in the store, we’ve focused on the items that account for around 95% of purchases and best represent the brand’s universality," adds Herlory Rouget.
"The curation also takes into account that you can’t overwhelm people when they’re discovering a new brand in a new country. It’s important that visitors can navigate the space and understand the offering without feeling lost.
"This is the approach we want to start with, but the conversation remains open. Based on customer demand in the coming years, we’ll see what adjustments are needed. We’re pragmatic, and our focus is always on meeting the real needs of real people in real life. So for now, the plan is flexible and open to evolution."
Education is also central to the store’s concept. A team of trained naturopaths and beauty experts will provide personalised guidance during each visit. Meanwhile, informative displays will highlight the benefits of key plants and active ingredients, and a dedicated Library area will pr curated resources for deeper learning and inspiration.
On the first floor, the AZ Lab will offer visitors the opportunity to explore natural ingredients and holistic care more closely. Guests will also be able to create their own cosmetics, personalise formulas, and take part in expert-led workshops and events designed to deepen their understanding of natural beauty and self-care.
"Visitors will be able to see and understand the products, meet our experts, and attend a variety of in-store events," shares Herlory Rouget. "At the same time, there will be a strong digital component, working with experts who both know and appreciate our products - some of whom have been testing them for months. We’ll be engaging with their communities as well.
"Our focus isn’t influence for influence’s sake; it’s about working with experts in their field. We enjoy collaborating with content creators who are dermatologists, naturopaths, trichologists, aromatherapists, and others, because we want to provide people with the highest level of scientific expertise."
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So, could this new store act as a testing ground for future expansion in the UK? In short, yes - but Herlory Rouget emphasises that there’s no hurry.
"It might take time. We’re not in a rush. I’m not going to present a strict business plan and say, ‘Next year we’ll do this and that’. It’s a step-by-step process. The store will serve as an observation platform and hub - combining retail, offices, and an experiential space." she says.
"We could become a significant partner for UK consumers, but it’s a relationship that will develop over time. It’s not something you can decide and build overnight. In year one, we’ll start with a small space to begin the conversation, supported by digital channels and a website. From there, we’ll grow steadily over the years. Our goal isn’t to become an overnight phenomenon; it’s to be a brand that endures for the long term. We’re taking it one step at a time."
So, Aroma-Zone is focused on steady, deliberate growth. Looking ahead, the brand’s priority remains consolidating its presence in France, while its expansion plans target continental Europe and the UK. Herlory Rouget emphasises a measured approach, balancing new opportunities with the brand’s commitment to quality, community, and long-term success.
"Potentially, there will also be new ranges. We get a lot of demand for products we don’t currently carry, like makeup - though we won’t be doing traditional makeup in the same way as other brands, because of our formulation charter and focus," she adds.
"There are also big conversations around supplements, particularly related to female hormones, periods, menopause, libido, fertility, and so on. People are really asking us to explore these areas. Then there’s the whole probiotics and gut-health conversation.
Herlory Rouget concludes: "The brand will continue to evolve in the coming years, but the beauty of it is that everything can still operate under one roof. That’s what we want to offer: the best experience of beauty, well-being, and health all in one place."
