Embryolisse, a skincare brand trusted by dermatologists as well as consumers worldwide for over years is now in India. Renowned for its high-quality and gentle skincare solutions, the products cater to various skin concerns for various skin types.
Priyanka Parshurami got into a conversation with Neha Modi, CEO – Embryolisse India to explore the various nuances of Embryolisse entering the Indian market. From its natural and potent products to offline and online distribution, here’s an exclusive, first-hand insight into all that you need to know about the brand
What motivated Embryolisse to enter the Indian market?
India’s beauty and skincare market is witnessing a growing demand for premium, yet natural skincare products. Embryolisse, with its rich history of 70 years in France, felt it was the right time to bring our expertise here. The Indian market is also highly aspirational, and we’ve noticed a strong demand for high-quality, multi-tasking skincare solutions that can cater to diverse skin needs. One of our iconic products, Lait Creme Concentrate, is now sold every eight seconds. So, we’d say the brand is doing good across borders and it seems like the right time to enter the highly evolving market of this country. When we speak of Embryolisse coming into the Indian market, it’s offered as a premium product with natural ingredients, catering diverse needs of Indian skin.
Embryolisse has been quite successful in Europe. What is your growth strategy for India?
Our strategy revolves around understanding the uniqueness of the Indian market. While we are established in Europe, India presents a different consumer base. We are focused on both offline and online distribution to ensure wider reach. We have predominantly been available offline; we were never direct-to-customer before. But, now in India, we aim to build a strong retail presence on platforms like Nykaa, Myntra, Amazon, etc.. And, we even focus on players like Tata 1MG as a lot of dermatologists could recommend the products.
We are working closely with dermatologists, makeup artists, as well as influencers to create brand awareness. From Namrata Soni to Sandhya Shekhar, they use our products often. Additionally, thanks to our endeavours, we are also getting a lot of organic mentions across various platforms from celebrated blogs and influencers. So, we think its panning out well here.
We aim to position Embryolisse as a premium, aspirational brand while maintaining affordability through strategic pricing.
How do you plan to balance offline distribution with online platforms like Nykaa?
We started as an offline distribution company, so our offline presence is already strong. Our products are available through leading distributors across India. But we recognise the importance of e-commerce in today’s world, especially in a market like India. That’s why we are also heavily focussing on online platforms like Nykaa, Amazon, and Myntra, which help us reach a wider audience. The balance comes from ensuring that both offline and online channels offer our full range of products and maintain uniformity in branding and pricing.
How does Embryolisse incorporate sustainability into its products and packaging?
Sustainability is at the heart of our brand. Our products are made using 98% to 100% natural ingredients. Additionally, we are committed to reducing our environmental impact.
We have also completely eliminated plastic tubes from our packaging, opting for recyclable aluminium tubes and paper boxes. We’re also moving away from unnecessary double packaging to further minimize waste.
Moreover, our sun care range is ocean-friendly. The sunscreens you apply have chemicals, and when you go in the water, they mess with the fish and the aquatic environment in the water. Our sunscreen is not toxic to underwater living animals, fishes, and fauna. So, it works a lot around sustainability as well, and making sure that there is no long-term damage to the environment.
What according to you makes Embryolisse special and builds consumer trust?
When we speak of the beauty realm, skincare is a very large category. And even within skincare, moisturiser is the largest category. Embryolisse has been nominated in the top five moisturisers alongside the likes of Clinique and that talks a lot about the brand, right? Also, in 2023, in France, it was the most Googled skincare brand.
We offer a full range of skincare products that every member of a family can use. For instance, our body moisturisers are suitable for all, even toddlers. Also, all our products are non-comedogenic, meaning they won’t block pores or cause breakouts. This is very important for acne-prone skin.
We also highlight the natural and organic origins of our ingredients. Our commitment to using high-quality, safe ingredients without harmful chemicals is a key factor in building trust. We also ensure that our products offer long-term skin benefits without causing damage, unlike some other chemical-heavy brands.
Over the years, Embryolisse has developed trust with major celebrities, makeup artists, and dermatologists. You would see the likes of Namrata Soni and Sandhya Shekhar using our products. Additionally, celebs like Lady Gaga, Kardashians, and Huda Kattan also use them.