Wellness

Matière Première takes flight with Kering Beauté Investment

Luxury is about to get a whole lot more fragrant, as French niche brand Matière Première soars to new heights with a strategic investment from Kering Beauté.

Por: Alejandro Carrillo June 10, 2024

Matière Première takes flight with Kering Beauté Investment / Photo via courtesy

Matière Première’s partnership with Kering Beauté marks a significant step forward for the rapidly growing company, fueled by a shared vision for exquisite perfumes and a global expansion plan.

“We’re embarking on a new chapter,” declared Caius von Knorring, Matière Première’s CEO, highlighting the brand’s impressive 70% increase in sales by 2023, reaching a staggering €30 million. This impressive growth, coupled with a shared appreciation for luxury fragrances, resonated with Kering Beauté executives.

The windfall from this investment will propel Matière Première’s physical presence. Plans are already underway to open flagship stores, starting in Paris this year, with London soon to follow. Their ambitious vision stretches even further, with plans to open 20 standalone boutiques across Germany, the U.S., the Middle East, and China.

Luxury fragrance

Founded in 2019 by von Knorring alongside perfumer Aurélien Guichard and general manager Cédric Meiffret, Matière Première has quickly established itself as a champion of contemporary French perfumery. Europe remains their strongest market, but their reach extends far beyond, with over 50 countries and nearly 400 select retailers carrying their fragrances.

Vanilla Powder, their latest perfume released in October 2023, has become a runaway success story, capturing a quarter of their total sales. This follows the positive reception of Crystal Saffron, another well-received launch.

“Each new release outperforms the last,” boasts von Knorring, underlining their now “solid portfolio of fragrances” – currently at 12, with one exclusive to Harrods, and more on the horizon, including a line of five extrait de parfums teased for a mid-June reveal.

The investment will not only fuel physical expansion but also strengthen their Paris headquarters team and bolster regional support. Importantly, it will accelerate their e-commerce ambitions, with a brand-new website – matiere-premiere.com – slated for launch this year, promising an exclusive and personalized user experience.

This move marks a significant milestone for Kering Beauté, representing their first minority stake in a beauty brand since their February 2023 relaunch. Their interest in the niche fragrance segment is no secret, having acquired Creed, another player in this fast-growing category, in June 2023.

The brand

Matière Première stands out for its unique approach. Launched in 2019 with six initial fragrances, each scent celebrates a single natural ingredient in generous abundance. Sustainability is woven into their DNA, with eco-conscious practices throughout the development chain, from sourcing to production.

Notably, perfumer Guichard cultivates his own organic ingredients like Rose Centifolia and tuberose in exclusive fields for Matière Première in Grasse, France. They also collaborate with other ethical producers.

With a global presence across 50 countries and almost 400 retailers, Matière Première is poised for even greater heights. This strategic partnership with Kering Beauté promises to propel their exquisite fragrances and vision for luxury into a new era, ensuring the world gets a whiff of their unique brand of olfactory artistry.

We hope you enjoyed this article about Matière Première. If you did, please share it with others. You might also be interested in reading our article about LVERS, or browsing other reviews in our Wellness section.

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