La Crème Libre is a French cosmetic brand that offers refillable and responsible products. In a tsunami of young companies trying to position themselves on this niche, it succeeds in packaging its products in concrete jars with a sleek aesthetic and trendy colors. Except that this good idea did not come by itself. Veronica Susman, co-founder of the brand, told CosmeticOBS about the quest for the perfect packaging.
PowerPoint presentations and lengthy processes have been the rhythm of Veronica Susman’s career. After 18 years in the food (and textile) industry, she decided it was time to change her life. A desire motivated by the desire to be an entrepreneur, to get dirty and above all to propose a project that makes sense. The idea of founding her own cosmetic brand came to her… even though she knew little or nothing about the industry.
But, as a consumer, she had a hard time finding an offer that suited her: minimalist, efficient, pleasant, durable and aesthetic.
The decision is made. She left her job, determined to dive into the tumultuous waters of entrepreneurship. That’s when she started shaking her repertoire to find people who could provide her with the necessary background to create a cosmetic brand. As luck would have it, Julie Jonquière, who had spent her entire career in the beauty industry, came across her path. It was professional love at first sight.
Designing products is great…
Once the pair was formed, it was time to get down to business. “We already had the framework of our charter in mind. We wanted responsible care products that were compatible for …
