Dubai-based holding company acquires French sustainable beauty brand La Bouche Rouge

La Bouche Rouge, the eco-luxury beauty brand that spearheaded the movement to eliminate single-use plastics from cosmetic products, has recently entered the perfume market with a range of five natural and upcycled fragrances. These fragrances come in glass bottles that can be refilled with 100% aluminium tubes, making them an excellent choice for those who are looking for sustainable beauty products.

Despite facing financial difficulties, La Bouche Rouge was recently acquired by Beauty Brands Global, a Dubai-based holding company led by Dilesh Mehta, president of British fragrance house Designer Parfums.

The brand's innovative use of recyclable and refillable high-end packaging made of a variety of materials, including aluminium and vegan leather, has had a strong influence on the beauty industry's approach to sustainability.

Defining the intricacies of the acquisition, Mr Mehta, illustrated: “This new venture is especially close to my heart and marks the start of a new strategic orientation into luxury and eco-responsible brands. La Bouche Rouge carries a unique DNA based on innovation, sophistication and a remarkable eco-responsible business model.”

“I am confident that the uniqueness of La Bouche Rouge, associated with the entrepreneurship spirit and solidity of the wider Group, will bring a lot of excitement and success for the future,” specified Dilesh Mehta.

The acquisition will ensure a smooth transition, with a new company based in Paris and the manufacturing laboratory in Orléans being maintained. This move is sure to benefit the brand's French origins, and with luxury industry veteran Florence Rollet joining as General Manager, the brand's future looks bright.