Hermès, the renowned French luxury house, has been making significant strides in expanding its beauty product line. After witnessing a 15% increase in sales of beauty and perfume products last year, Hermès is now focusing on introducing new offerings to its customers.
The brand’s foray into cosmetics began in spring 2020 with the launch of Rouge Hermès, a collection featuring 14 satin and 10 matte finish lipsticks. The range also includes a lip balm, universal lip pencil, Poppy lip shine, and lip brush. Following the success of this initial launch, Hermès introduced blush and nail color products. Greek makeup artist Gregoris Pyrpylis leads the development of Hermès’ beauty division, reporting to Agnès de Villers, president of Parfum & Beauté, and working under the supervision of Pierre-Alexis Dumas, artistic director of Hermès. The brand’s beauty products are available at select retailers such as Nordstrom, Harrods, and Selfridges, as well as through its own omni-channel distribution.
In a strategic move to further expand its beauty offerings, Hermès plans to release a new line of eye makeup later in 2023. This upcoming collection will include mascara, eyeliner, and eye shadow. Hermès CEO Axel Dumas has been cautious in rolling out new products, focusing on sustainability by removing plastic from packaging and collaborating primarily with French and Italian manufacturers. Hermès’ expansion into the beauty market comes at an opportune time, as the demand for beauty and personal care products in China is expected to grow by 5% to $98 billion in 2023, according to Euromonitor data. With its reputation for luxury and quality, Hermès is well-positioned to compete with other successful beauty brands like Chanel, which consistently ranks among China’s top five bestselling beauty brands.
As Hermès continues to broaden its beauty range, the brand remains committed to offering only essential products while maintaining its signature elegance and simplicity. With a carefully curated selection of cosmetics, Hermès is poised to make a lasting impact on the luxury beauty market