“When I was little, I hoped to one day work in the luxury sector and have the means to buy beautiful pieces.” Those who scrutinize the landscape of new committed cosmetic start-ups would hardly associate this quote with Justine Hutteau, co-founder of Respire natural skincare and hygiene products. In three years, the 28-year-old entrepreneur has made her brand a key player in the made in France and employs 30 people. How did this young woman, who as a child hoped to follow in the footsteps of her mother, a former stylist for Jean Paul Gaultier, become the icon of a generation of eco-entrepreneurs?
“Like all little girls, as soon as my mother had her back turned, I dreamed in front of her well-filled wardrobe. She has the gift, which I unfortunately did not inherit, of knowing how to mix pieces from big houses with vintage or second hand!” she laughs. Her memories also turn to the smell of Terracotta powder from Guerlain or that Chanel lipstick that has always sat enthroned in the family bathroom.
“The notion of luxury should no longer be synonymous with abundance or superfluity”
“And then this fascination passed to me: after the baccalaureate, I lived six years in Quebec and I became passionate about running.” During her studies at HEC Montréal, she traveled the great Canadian spaces while building a solid Instagram community, which actively followed her progress… from her ten-kilometre outings to the ultra-trail. Over the past five years, his state of mind has evolved: “From my ecological awareness was born the desire to have an impact, but becoming CSR manager of a large company was not enough!”
The rise of this fast fashion which mistreats its workers to flood the world with cheap products consolidates this inner change. “The notion of luxury should no longer be synonymous with abundance or superfluity. Systematic consumption generates a weariness that pushes us to always buy more. An acquisition must be a thoughtful act!” For the first anniversary of Respire, she offered herself the Tank de Cartier watch: “My first luxury, guided by the desire to wear it every day of my life and then bequeath it to my children.” While speaking, she advances her wrist circled by a silver model, sober and discreet, briefly letting the little girl reappear whose eyes were shining with luxury. Her next purchase will certainly be a beautiful handbag, chosen with the same care.
“Personally, I mainly turn to ready-to-wear brands that manufacture pieces made to last in Europe.” In his closet? Balzac, Sézane and Basic Original, a young brand launched via crowdfunding (just like the first deodorants from Respire): “The designer sews the pieces that you have to pre-order herself, enthuses Justine Hutteau. For me, the luxury of the unique piece resulting from a local know-how and easy to access is reassuring. The big houses must also commit to more transparency or risk being, one day, boycotted by many consumers. You know how many people use the Yuka app? More than 30 million! I am convinced that we need to give more access behind the scenes of manufacturing, to the sourcing of raw materials, to meet demand. I was able to experience it with Breathe: Transparency makes customers want to support a brand.”
Her greatest luxury? “It is above all my balance between professional life and personal life, which is so fragile. And for later, I dream of offering myself a large house in Provence that I would have designed with my sister to receive those I I like it. It would be close to a big city, with solar panels on the roof and a rainwater harvester. In the meantime, I will soon be moving to a quieter apartment.” With the “very great luxury” of no longer hearing the sound of horns.