French girl style? This brand is unlocking the potential of French boy beauty

By Alessandro Carrara | Published: 10-Jun-2024

Indie brand Horace has beaten giants to become France's biggest male grooming player, founder Marc Briant-Terlet explains how

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France’s top male grooming brands have been usurped by an indie player shaking up the country’s market.

Horace is now the biggest French men’s face care brand, beating out heavyweights like Nivea Men, Biotherm Homme and L'Oréal Men Expert. 

The skin care business represented 21.1% of the category’s market share in 2023, up from 14.8% just one year prior.

This jump is no mean feat when considering how competitive France’s skin care industry is overall  - estimated to be worth US$5.5bn last year according to TechSci Research.

Horace is not done yet either, with co-founder and CEO Marc Briant-Terlet saying the product category is already on track to be valued at 25% in 2024.

Standing toe-to-toe with French beauty giants is no doubt intimidating, but Briant-Terlet and co-founder Kim Mazzilli are unafraid to challenge the established players.

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