L’Oréal has sold skin care brands Decléor and Saint-Gervais Mont Blanc to a newly-created French brand builder.
Cosplay, which was founded in 2024 by Matthieu Lesieur, acquired the two brands for an undisclosed sum, Fashion Network reported.
Lesieur’s family has links with the brand Decléor, with his father Hervé reportedly acquiring the brand in 1989 before selling it on to Shiseido.
“With this double acquisition, the Cospal group has reached a major milestone in its growth strategy, affirming its intention to become a key player in the beauty sector,” Lesieur told Fashion Network.
“Rejuvenating two iconic brands like Decléor and Saint-Gervais Mont Blanc is a unique opportunity to preserve their heritage while breathing into them a new, innovation-driven impetus.”
Decléor was founded in 1974 and focused on aromatherapy and essential oils, becoming a mainstay in luxury spas across the globe.
L’Oréal acquired Decléor together with skin care brand Carita from Shiseido in 2014 for €230m.
However, in 2023 the French beauty giant cut ties with Decléor, resulting in its products being removed from spas and halting production.
“Decléor needs to be reinvented from scratch,” Lesieur added.
“We must redefine the product range, tell the market that the brand is back, restructure its distribution.”
Cospal aims to build a portfolio of beauty and wellness brands and help to develop them.