Nuxe CEO Muriel Koch (left) and International General Manager Fabienne Bravard hosted a party for business partners last week in Cannes.

French pharmacy brand Nuxe, best known for its iconic Huile Prodigieuse – now in a roll-on format – had a strong 2024 with double-digit growth. At its cocktail party in Cannes during the recent TFWA World Exhibition and Conference, the company’s CEO, Muriel Koch, outlined her growth ambitions.

Koch told retail partners, distributors, and media that, having been ranked 73 across beauty brands by WWD in April (based on 2024 sales), she was determined to reach the Top 50, though she did not put a time frame on it. “We want to be in the Top 50 to have sufficient reach to consumers throughout the world, and we are also on a mission to offer the best value for money for a quality product that delivers efficacy and sensoriality,” she said.

WWD estimated Nuxe Groupe’s revenue at about $470 million in 2024. Strong double-digit growth of 16% last year, including speedy expansion in the travel retail channel, gives the clean-beauty house a good chance to climb the list. Slightly higher at 70 was rival French pharmacy brand, Caudalie, with estimated revenue of $495.5 million, and on a similarly strong growth path.

100% French production

Nuxe has 100% French formulation and production, which is seen as an asset in local markets and travel retail. At the event, Fabienne Bravard, International General Manager at Nuxe, explained: “We have our own factory, our own R&D and our own laboratory.”

New SKUs in the anti-aging segment, the most competitive in skincare and lip care, have been a hit with consumers, giving the company confidence in its growth strategy. Bravard said: “These successes show that Nuxe can really go further in all beauty segments and play to our strengths.”

Koch told TRBusiness: “Nuxe is a brand born in the pharmacy, and is pharmacy grade. We are so ambitious for the future, while also looking to be a positive-impact company.”  The percentages of ingredients of natural origin in Nuxe formulas are indicated on its products, with, for example, Huile Prodigieuse containing 98% ingredients of natural origin, and many other skincare products exceed 95%.

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