After Sanoflore, the L’Oréal group is getting rid of another iconic French brand which will end at the end of the year. However, she had some legendary products that you might miss…
The L’Oréal group continues to sort through the brand portfolio of its “Dermatological Beauty” section. It’s a almost fifty years old brand who pays the price.
The end of an expert brand in essential oils
You surely have products from the brand in your vanity or seen its flagship cosmetics in your mother’s bathroom: Decléor has positioned itself as a reference in natural care for the face and body based on essential oil. However, the L’Oréal group which bought the brand in 2014 will stop its marketing. Contacted by the site Fashion Network, the L’Oréal group has explained this irreversible decision. “The success of the L’Oréal Beauté Dermatologique division is based on a strategy and an economic model focused on the internationalization of complementary dermatological brands prescribed by health professionals. Under these conditions, the division decided to focus on the dermatological brands in its portfolio and decided to stop marketing Decléor“. Appreciated in spas and beauty institutes, Decléor brand products will no longer be available from December 19, 2023.
The history of the Decléor brand
It was in 1974, in Paris, that Solange Dessimoulie founded the Decléor brand (which was called Cléor until the 1980s). Long before the craze for essential oils that we know today, the businesswoman focused on this sector, notably with the help of Caroline Colliard, specialist in aromatherapy. The French brand will then launch emblematic products, such as the Néroli Bigarade Serum, a cult aromessence which boosts cell regeneration and effectively hydrates the skin. Good reasons to stock up on it before Decléor stops next December.