NEW YORK — Although it has enjoyed European distribution for more than 70 years, French beauty brand Monteil, formerly known as Germaine Monteil Paris, will for the first time enter the U.S. market early next year.
Palm Beach Beauté, a prestige beauty licensing and marketing company, will be the exclusive distributor of the Monteil brand, whose portfolio currently includes specialized body treatments and a spa line ranging in price from $38 to $95.
Harold Ickovics, president and chief executive officer of Palm Beach Beauté, said that he believes the “high end, moderately priced” brand will resonate with American women seeking value, convenience and quality.
Naming retail models like Duane Reade’s Look Boutique and CVS Pharmacy’s Beauty 360, Ickovics said he foresees the Monteil brand living in “assisted open-sell shopping environments” with in-store beauty advisers who can “share the story of the brand.”
Originally founded in 1936 by French fashion designer Germaine Monteil, the range is distributed in more than 100 Douglas Perfumeries in Germany and more than 600 independent German beauty retailers. Monteil has additional distribution in European markets like France, Spain, Holland and Italy.
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In the past two decades, ownership for the brand has shifted hands from Revlon, Lancaster, and, most recently, German cosmetics company Wilde Cosmetics GmbH in 2006, which partnered with Palm Beach Beauté on brand’s new look and product reformulations.
“Our products contain all the latest in new innovations of scientific research and natural ingredients,” said Ickovics.
Some of the ingredients included in the range include sea fennel stem sells, element-rich gulfstream water, bacteria-blocking peptides and skin-supporting glyco proteins.