Decléor Returns to Ireland!

A French skincare powerhouse, a new chapter and a very special afternoon in Dublin.

We joined the launch of Decléor’s return to Ireland at the Anantara The Marker Hotel, Dublin, where Shannon sat down with Matthieu to uncover the heritage, philosophy and enduring allure behind the powerhouse that is Decléor.

From its pioneering roots in essential oils to its renewed vision for the future, we delved into the story of a brand that has always believed in the beauty of less, discovering what’s next for Decléor as it begins an exciting new chapter on Irish soil. 

Grab your favourite beverage and read on for the inside scoop!

Shannon 

Today I'm joined by Matthieu from Decléor, where we're celebrating the much-anticipated return to Ireland. Matthieu, when we talk about the powerhouse that is Decléor, we have to go back to the very beginning. So can you tell our audience a little bit about Decléor origins for those who may not be familiar?

Matthieu

Thank you very much for the invitation. I'm very happy to be here in Dublin with you today. So to tell you a little bit about the cure, we need to come back 52 years ago, 1974, when two women decided to bring aromatherapy and essential oils into skincare. The idea 52 years ago was to start speaking about holistic brand. So good for your body, good for your mind and good for your skin. And so obviously 52 years ago they started to bring Decléor as skin and emotion. Then for many, many years Decléor had wonderful success worldwide. worldwide, but also in Dublin where we still have very loyal customers through wonderful products. It's an interesting story because my father used to be one of the CEOs for years  during 1989 to 2005, and then it was aquired by the Shiseido Group and then L'Oréal. And when we had the chance to bring the brand into the family again, it was written in the stars. So it was a very good chance for us.

S: Amazing. I feel like I've been taken back 50 years. 52 years, to be exact!

When I think about Decléor and I'm sure  when many of us think about Decléor ,timeless skincare comes to mind, but also those many years of French heritage you mentioned. What do you think it is about the French approach to skincare that gives it the je ne sais quoi, if you will? We've certainly seen as a retailer an uptick in recent years in French Pharmacy in general. 

M: First of all, I think that we have the chance to have a strong legacy in skincare and beauty in France, because of several pillars. Most of all, efficiency. We've proved for many many years that French skincare works for different skin types. We also have the chance to have very good suppliers for ingredients. That's what we have with Decléor ,obviously with essential oil, because we are able to select to those with pharmaceutical control and ultra-concentrated products.

S: Absolutely. And you just mentioned essential oils, which have been an integral part of Decléor's success. Why do you think today in particular that this sensorial experience is so important in a skincare routine?

M: Well, first of all, essential oils have been used for centuries to treat many, many things.  If you want to relax, if you are pain, if you want to activate the senses. When you bring essential oils into skincare, you don't have to use as many products as it's so ultra concentrated.

We always say that less is more and again when we say less is more it's it's the clear signature of Decléor.  We want to be involved in the routine, but if you are looking for an abundance of products, it won't work because Decléor is here only to adjust your skincare and to make it more efficient, more with aromessence, you know, the serum, aromessence and also the night balm. We call them "beauty boosters".

S: Yes, I learned that I was using too much of the aromessence serum at a recent training. I was using maybe a full pipette!

M: Then you're a good customer! Thank you very much. Keep buying. But no, the idea is... In one drop of essential oil, you have more than 150 molecules. So one bottle of aromessence can last more than a month because you need to use it carefully. And we say that normally you should have only three drops on your hand, then warm it on your hand and apply it.

The concept with essential oil is it's a beauty booster. A little goes a long way. Because it's ultra-concentrated, it depends on which range you prefer, between neroli or green mandarin, etc. If you use only a few drops before your moisturiser, it will increase the efficacy of your moisturiser.

S: Amazing. It's an amazing concept. And speaking of our customers, we have to talk about Decléor's return to Ireland, that is why we're here after all! What are you most excited about when it comes to reconnecting with the Irish consumer?

M: We have a strong past with this market. My father had it before me, thanks to our organisation, with Graham Anthony organisation. It has a very loyal following, I think. And we have very loyal customers, a very loyal partnership with this organisation. And so the first idea is when you are starting from scratch, we have to restart the story, we have to restart the production, we have to restart the suppliers, everything. We said, okay, before going very far away, just get back to the biggest roots. And the biggest roots were in Western Europe, France, but also in Northern Europe. So the Irish market was immediately a priority for us, thanks to these loyal customers. When they saw that Decléor was back, they were writing to us and said "how can I get it?!" 

It shows how when you are brand lovers, it's not only for a few weeks or a few months, it's for decades or for life because you are using very good products for your skin.  Everyday there's a new brand available, but when you find good skincare that works, you will be very, very loyal to it. So that's why the Irish market was a priority. And it's a strong success because we started less than a year ago. We opened, let's say, a hundred doors in the market, also in other countries. So we are very, very happy.

S: You actually just mentioned there as well, that every day there's a new brand, you can always find more brands. It's true, and especially with the influx of categories ike K-beauty now, but we're also seeing our customers report feedback that they're moving away from these rigorous eight to ten step skincare routines and I suppose a lot of us just don't have the time.

And, of course, the more skincare we try and use, the more our barriers get aggravated. So do we need to go back to basics? Is quality more important than quantity when it comes to our skincare? As you said yourself, less is more! 

M: Less is more! It's the first pillar of the brand,. Ultra concentrated products.

S: That's a good point. I suppose if somebody is looking to begin with Decléor , or dare I mention that Christmas is around the corner, so if somebody's looking for a gift already, where's a good place to start? Is there anything you think is universal?

M: Are you asking me which product is my favourite one? It's a very tough question!

S: That was the next question, but let's roll it into one question!

M: I think the Neroli range. But if you have the chance to start with a professional/spa treatment with Decléor, it's even better., just to get the full experience. But if you're looking for just one product, I think the Neroli Aromessance.

S: And I believe we just got our Christmas gift sets this week, and Neroli is obviously one of those! Matthieu, thank you so much for joining me. I'm thrilled to announce to our own customers that Decléor is back in Ireland and better than ever!

You can shop Decléor now at BeautyFeatures.ie. Enjoy next day delivery across Ireland when you place your order before 2pm!