L’Oréal has sold two of its iconic skincare brands, Decléor and Saint-Gervais Mont Blanc, to Cospal, a newly-formed French brand builder. The acquisition, which took place in 2024, was led by Matthieu Lesieur, a seasoned entrepreneur with deep family ties to the Decléor brand. The financial details of the transaction were not disclosed, but this strategic move marks a significant milestone for Cospal in its ambition to expand into the beauty and wellness market.
Cospal Acquires L’Oréal’s Decléor and Saint-Gervais Mont Blanc Brands. Cospal was founded by Lesieur in 2024 with the goal of building a portfolio of beauty and wellness brands. This acquisition helps the company lay the foundation for growth in the competitive beauty sector. Lesieur’s family has longstanding connections to Decléor, as his father, Hervé Lesieur, had acquired the brand in 1989 before selling it to Shiseido. Lesieur is now taking the opportunity to rejuvenate both Decléor and Saint-Gervais Mont Blanc under the Cospal umbrella.
“With this double acquisition, the Cospal group has reached a major milestone in its growth strategy, affirming its intention to become a key player in the beauty sector,” Lesieur said in a statement to Fashion Network. He added that revitalizing these two iconic brands offers a unique opportunity to preserve their heritage while infusing them with a fresh, innovation-driven approach.
Decléor, founded in 1974, is renowned for its expertise in aromatherapy and essential oils and became a staple in luxury spas worldwide. However, after L’Oréal acquired Decléor and the skincare brand Carita from Shiseido in 2014 for €230 million, the company decided to cut ties with Decléor in 2023. This resulted in the removal of Decléor products from spas and the cessation of production. Cospal Acquires L’Oréal’s Decléor and Saint-Gervais Mont Blanc Brands, and Lesieur now faces the task of reinventing the brand from the ground up.
Lesieur acknowledges that Decléor requires a complete reinvention. “We must redefine the product range, tell the market that the brand is back, and restructure its distribution,” he said. He is committed to breathing new life into the brand, modernizing its image, and re-establishing it as a leader in the premium skincare market.
Saint-Gervais Mont Blanc, a brand focused on high-end skincare with natural ingredients from the French Alps, will also be revitalized as part of Cospal’s strategy to build a diverse portfolio of wellness and beauty brands. Cospal Acquires L’Oréal’s Decléor and Saint-Gervais Mont Blanc Brands, and with this acquisition, Cospal aims to bring both brands back to prominence.
Cospal’s approach to brand-building and Lesieur’s vision of rejuvenating legacy brands position the company as an exciting new player in the beauty industry. With a focus on innovation and heritage, Cospal aims to develop Decléor and Saint-Gervais Mont Blanc into thriving brands once again, while contributing to the broader growth of the wellness and beauty market.
