"83% of the world’s water is polluted by plastic"
At 36, I decided to launch the first Maison de maquillage, French, sustainable, and humanist with the aim to create a desire for a different type of consumption. An eighth continent of waste is on the brink of exploding. It wouldn’t be possible today to create a beauty Maison that isn’t eco-friendly, that has no meaning, that isn’t part of a social project. 83% of the world's water is polluted by microplastic and cosmetics is the second most polluting industry. One year ago, on September 9th 2016, my encounter with Ezra Petronio was decisive. He is responsible for the design and the creative direction of La Bouche Rouge and has accepted to collaborate with me in this adventure. He is the House’s eye and hand. Our lipstick is called the Rouge 9.16, as a symbol of our collaboration and the sign of the great pleasure we have to work with him and his studio between Paris and New York. This is a beautiful creative story that is always the result of common work.
"Creating LBR seemed an obvious and relevant alternative"
In our times of overconsumption, waste and urgent environmental challenges, coupled with an ever-growing and saturated beauty and luxury offer, creating LBR seemed an obvious and relevant alternative. The very idea of creating something that combines technological innovation, artistic ideology, traditional craftsmanship and artistry in the most ecological and sustainably responsible manner possible seemed truly relevant.
LBR embodies this new entrepreneurial and creative ideology, aspiring to a true luxurious experience, celebrating the multiple facets of feminine beauty and empowerment through the most iconic and essential beauty ingredient, which is the red lip - la Bouche Rouge.
What makes our partnership so rooted is that we share a lot of common values and philosophy in our approach to the work we do, that is a sincere desire and quest for excellence, artistry, creativity coupled with our desire to engage in something new and never done before, as well as create something that is so relevant in the world of beauty today.
It is so interesting to me to be able to apply this rigorous approach to quality and excellence to every aspect we engage; from the product and packaging design, an original communication platform, digital and social strategy, strong storytelling as well as bringing in the great collaborators and ambassadors — enabling a unique and highly personal consumer experience to beauty.