Caudalie’s Approach to Sustainable Growth and Innovation in the Beauty Industry
Caudalie, the French skincare brand co-founded by Bertrand Thomas, 52, emphasises the importance of meaningful growth rather than just profit. “The goal of a family-run business like ours is not simply to make money; it’s about growth that matters,” Thomas shares. He believes that maintaining financial independence means being strategic about growth, adjusting plans when necessary, and “choosing your battles carefully.”
Despite setting a target of 15% annual growth over the next three years, Thomas stresses that the true focus is on how to achieve that growth with the right approach. This philosophy is grounded in the vision of his wife, Mathilde, who co-founded Caudalie in 1995. She prioritises natural, effective products with sustainable packaging, a core principle that has helped the brand stand out in the competitive beauty industry.
Although Caudalie doesn’t disclose its financials, Thomas mentions that the company has grown significantly since 2013, when it was estimated to have a revenue of 130 million euros. Today, it is far more, reflecting the success of the Thomas family’s approach.
While in Singapore in September, Thomas explored new opportunities in Asia, noting that the region, now representing 15% of global sales, has become a key focus for expansion. Caudalie’s high-end skincare products, which feature grape-derived ingredients and exclude harmful chemicals like parabens and phthalates, are sold exclusively through Sephora in Asia.
As the brand aims to expand further in South-East Asia, Thomas sees Singapore as a promising location for either a spa or boutique, building on the strong local presence that has been established. Despite facing challenges like inflation and rising production costs, Caudalie remains committed to its long-term vision, investing in sustainability, and innovation.
Since joining 1% for the Planet in 2012, Caudalie has launched various environmental initiatives, including a zero-waste push and a plan to phase out plastic in the next decade. Thomas sees setting a positive example as crucial, believing that businesses can thrive while being environmentally responsible. “What matters is showing that it’s possible to grow a company without harming the planet,” he says.
Looking ahead, Thomas is optimistic about Caudalie’s future, including new products and innovations set to launch by 2025. He envisions the company continuing to lead as a family-owned brand that values innovation and independence, rather than focusing solely on becoming a larger brand.
For Thomas, it’s not about being big; it’s about being great. “I’m proud of what we stand for as a family-run company, and we’re comfortable with our vision. Revenue and profits will follow, but they cannot be the sole focus,” he concludes.
