PARIS — Stylist Mélanie Huynh is launching a new beauty brand, Holidermie, a French-made skin-care and nutritional supplement label that associates its treatments with beauty rituals, as brands across the spectrum increasingly adopt a lifestyle approach.
“I wanted to develop a line for urban women who are somewhat in a hurry and want an antioxidant,” said Huynh, speaking to a table lined with journalists in a loft space in the Marais district of Paris, decorated with orchids and crystals.
The brand uses a questionnaire covering lifestyle, exercise, nutritional and sleep habits as well as states of stress and sleep to help determine what kinds of supplements and skin care are appropriate for potential clients, who are then proposed treatments from a series of themes. These include antiaging, clarifying, hydration and calming treatments — the latter called HoliCalm — with a box of 30 packets of supplements priced around 85 euros and around an ounce of serum for about 110 euros.
The brand has an approach that it calls “in and out,” which refers to treating the skin on the outside while also consuming supplements, which also include probiotics to promote healthy skin. Face massage rituals will feature on the label’s web site; packets of supplements are marked “holistic care is the new skin care.”
On hand for a breakfast launch were Catherine Lacrosnière, a nutrition specialist, and Angèle Ferreux-Maeght, who develops gluten-free recipes. The HoliCalm menu included matcha tea, oat porridge, raw carrot and beet shavings and scrambled eggs with almond milk.
At the brand launch event, Sylvie Lefranc ran a session of “face yoga.” The label is also developing a kit for face rituals with rose quartz rollers and a fist-sized ball to roll over skin.
Makeup artist Mayia Alleaume worked meditation singing bowls and Dr. Serfaty Lacrosnière, who regularly appears on French television shows, spoke about food to eat to prevent inflammation.
To build her new brand, Huynh surrounded herself with various specialists, including her childhood friend Jérôme Paris, a plastic surgeon with a focus on youth-enhancing facial work, and Isabelle Herbreteau, a veteran executive in natural cosmetics and former international president of Clarins. Perfumer Francis Kirkdjian came up with the scent of the products, a mix of magnolia, Bulgarian rose and amber wood.
Reflecting rising demand for more natural products, Holidermie products are vegan-friendly and paraben-free, and the nutritional supplements come in biodegradable packaging.
The brand will be available online starting Sept. 15, and will be offered in a Paris department store before the end of the year, before establishing its own store and, at a later stage, expanding abroad.
Holidermie belongs to DCBV Group, a family-owned company based in Hong Kong and France that also owns Statement, a jewelry label recently founded by Huynh’s sister, Amélie Huynh.