Aime Skincare on course: The food supplement market breathed new life in 2018 when Mathilde Lacombe and François Morrier launched Aime. Shortly after its launch, the skincare and nutricosmetics brand achieved €3 million in sales, had a profitable business model, and showcased refined aesthetics. After six years, Aime has maintained profitability, fostered controlled growth, and established a distinct brand identity, leading to a spike in sales to €8.5 million.

Crucial to Aime’s success has been its product selection, which includes soothing French Glow pills, acne-fighting Pure Glow, and nourishing liquid supplements for nails and skin called Collagène Glow. You must use these products consistently to see benefits; a box of 10 sticks costs €35. By drawing parallels to more significant life lessons, founder Mathilde Lacombe stresses the significance of teaching customers to be patient for beneficial results.

Lacombe told Aime’s marketing team to avoid social media-driven fads like CBD and gummies because of how quickly they come and go. The tactic appears successful; the brand currently has 160,000 Instagram followers and makes 80% of its money from dietary supplements. Notably, 80% of sales come from the e-commerce platform, with subscriptions accounting for 40% of them. La Samaritaine, premium pharmacies, the flagship Paris boutique, and select Sephora outlets distribute the remaining sales. The flagship store on the Left Bank is 200 square meters and features a café, Glow Studio, a beauty institute, and other amenities; a second, smaller store is also in the works.

 It has been difficult for Aime to navigate the food supplement industry, particularly the drugstore network. The expensive pricing of Aime is a barrier, even if these networks set standards for the industry. The fact that Sephora has been cutting back on food supplements adds to the difficulty.

 With their extensive backgrounds, Lacombe and Morrier are invaluable assets to Aime. They were earlier on the founding team of JolieBox, which Birchbox bought out in 2012. Angel investors, including Caudalie and Vestiaire Collective’s founders, and Lacombe’s social media power, brought in €350,000 early on. Significant recruiting, including the addition of a financial director, was made possible by a further funding round three years ago and included historical partners and a family office. Despite a short-term hit to profitability, Aime recovered in 2023, achieving a steady yearly growth rate of 30–40%.

 Lacombe and Morrier demonstrate their dedication to Aime’s long-term growth by eschewing rapid expansion with the express intention of selling. They aim for €10 million in revenues, a significant milestone for e-commerce firms, while retaining three-quarters of the company’s shares. By 2025, Aime intends to rework its skincare line, which accounts for a meager 5% of revenues at now. Also, we are planning to work with Café Kitsuné. According to Lacombe, Aime can further penetrate the dynamic skincare market if it sticks to its distinctive strategy. The brand’s natural makeup line is also doing very well, adding 15% to total sales.

 Strategic expansion, product integrity, and an unwavering dedication to autonomy and individuality are the lynchpins of Aime’s meteoric rise from startup to successful brand. The beauty and wellness industry is competitive, but Aime has a vision and committed leadership. Therefore, she should continue to be successful.