Melvita is about to turn 40: the pioneer organic cosmetics brand, a member of the L’Occitane group since 2008, is planning a huge comeback in 2023. In a highly competitive context, the brand is banking on its fame and strong sustainability commitments to (re)conquer market shares - and consumers’ hearts.
If it is present in 15 countries, Melvita mainly sells in France and Japan. However, on the French market, which accounts for 38% of its turnover, “the flood of clean and natural cosmetics...