In a strategic move to delve deeper into the wellness segment, Oh My Cream, the renowned beauty retailer in Paris, has successfully acquired Atelier Nubio, a brand recognized for its natural nutritional supplements and collagen broths. While the specific financial details of this acquisition remain undisclosed, the partnership marks a significant expansion for Oh My Cream, known for its commitment to clean beauty and holistic wellness. Atelier Nubio was founded in 2014 by Claire Nouy and Gabrielle Rotger, originally launching as a juice cleanse company. Their unique concoctions quickly gained recognition, garnering interest from high-profile chefs like Alain Ducasse, and owning a place on the leading hotel menus in Paris.
Nubio made a strategic shift in 2019 by introducing supplements and collagen broths to its portfolio, which took the beauty and wellness industry by storm. Just a few years after its pivot, the brand’s products became popular among the clientele of Oh My Cream. Nouy shared how the collaboration with the retailer allowed Nubio to rapidly grow and become the top supplements label in Oh My Cream’s stores. This upward trajectory was met with success, resulting in the launch of around 15 different supplements and two broths, including their best-selling liquid supplement, “On veut… un ventre plat de naïade,” and popular collagen broth. The growth of Nubio’s presence in various retail outlets across France is indicative of its successfully crafted wellness narrative.
Regrettably, Nubio encountered challenges earlier this year and had to enter receivership. However, the Paris commercial court’s formal approval of its sale to Oh My Cream signals a new beginning for both entities. Juliette Lévy Cohen, the founder of Oh My Cream, recognized the opportunity to acquire a brand with which she has previously collaborated and greatly admired. Alongside Alban Gerard from Experienced Capital—which holds a significant stake in Oh My Cream—Lévy Cohen seized the moment to bolster the wellness offerings from the brand’s robust lineup.
With Nubio’s revenues reportedly in the millions, Lévy Cohen illustrated that the wellness category is incredibly dynamic and lucrative within the framework of Oh My Cream. The retailer has previously made acquisitions in the ingestibles market and seen impressive growth, indicating confidence in their capability to elevate Nubio to new heights. Lévy Cohen compared the distinct characteristics of Nubio to Combeau, another supplements brand previously acquired, emphasizing that Nubio offers a fresh, sensorial approach to beauty enhanced by botanical expertise.
Lévy Cohen expressed her enthusiasm for Nubio’s inspiring brand ethos and existing customer loyalty, deeming the acquisition an opportune moment to inject new life into the brand. Plans are already underway to refine Nubio’s product assortment and introduce new items to the market. The focus will also extend to enhancing communication strategies, public relations, and online presence, all of which are pivotal for increasing brand awareness. The goal is to reinforce Nubio’s identity while maintaining its essence.
To ensure a successful integration and make the most of this acquisition, the immediate focus will not only involve product development but also enhancing Nubio’s visibility within Oh My Cream’s ecosystem. The ambition is to leverage the expertise of Oh My Cream in brand building and marketing while adhering closely to the principles that attracted fans to Nubio initially. The teams at both companies share a vision of creating a remarkable journey for the Nubio brand, indicative of the growing intersection between beauty and wellness in the contemporary market.
Overall, the acquisition speaks volumes about the evolving landscape of the beauty industry, which increasingly recognizes the importance of holistic health and nutritional supplements as a vital part of beauty regimens. The collaboration between Oh My Cream and Atelier Nubio heralds the dawn of a new era that not only champions beauty products but emphasizes the interconnectedness of wellness and personal care. Both entities are poised for a successful future as they navigate this vibrant, health-oriented marketplace together.