PARIS — Oh My Cream has acquired Atelier Nubio, the French pure dietary dietary supplements and collagen broth model, bringing the wonder retailer additional into the wellness house.
Monetary phrases of the deal weren’t disclosed.
Nubio, a clear magnificence model with product formulation made with France-grown botanicals, was based in 2014 by Claire Nouy and Gabrielle Rotger. It launched with juice cleanses. (Nouy that 12 months wrote to Oh My Cream founder Juliette Lévy Cohen to see if she wished to attempt the cleanses — she did — and chef Alain Ducasse rapidly snapped them up for the tony Hôtel Plaza Athénée and Le Meurice.) The model segued into dietary supplements and collagen broths in 2019.
“This new chapter helped us to scale and enter Oh My Cream retailers,” Nouy stated. That was in 2021, and really rapidly the model grew to become the number-one dietary supplements label at Oh My Cream, which is predicated in Paris.
Oh My Cream
Courtesy of Oh My Cream
Quick-forward, and Nubio now has about 15 totally different dietary supplements, two broths and a small vary of equipment. Its bestseller is On veut…un ventre plat de naïade (or We wish…a mermaid’s flat abdomen), liquid dietary supplements with elements like mint and fennel coming in glass vials. The collagen broth is the second top-seller, whereas third is the Duo Pores and skin Detox, capsules for skincare.
At present, Nubio can also be stocked in varied French idea shops, pharmacies and spas, in addition to different forms of magnificence sellers. Altogether the model, with costs starting from about 30 euros to 50 euros, is in roughly 30 doorways.
Nubio was positioned into receivership earlier this 12 months, and the Paris business court docket formally accredited the model’s sale to Oh My Cream on Friday.
Lévy Cohen has all the time been a proponent of holistic magnificence and had an extended, profitable partnership with Nubio. So when she heard it was up on the market, Lévy Cohen and Albain Gerard, a companion at Skilled Capital — the fund with a 41 p.c stake in Oh My Cream, and a stakeholder alongside Eutopia — determined to pounce on the chance.
“We had each been in love with the model,” stated Lévy Cohen.
“Even earlier than being an investor in Oh My Cream, I used to be a longtime shopper of the cleaning juices,” Gerard revealed, including he and Lévy Cohen are each followers of Nubio’s “distinctive holistic positioning.”
“And we believed a lot within the wellness class that’s at Oh My Cream one of the vital dynamic classes when it comes to gross sales and merchandise, we actually wished to deal with extra prospects,” stated Lévy Cohen.
This isn’t the primary time Oh My Cream made a purchase order within the ingestibles house. In 2023, it acquired Combeau. On the time of that transaction, Combeau’s annual gross sales have been lower than 100,000 euros. At present, they’ve been multiplied by about 10. Nubio’s, in the meantime, are a few million euros.
Claire Nouy of Atelier Nubio.
Courtesy of Oh My Cream
“We thought it’s the best time for us to think about shopping for one other dietary supplements model, as a result of we consider a lot within the class,” stated Lévy Cohen. “We all know how you can make manufacturers profitable at Oh My Cream, and we really feel Atelier Nubio could be very totally different from what we have now with Combeau.”
She considers them complimentary. “Combeau is about patented lively elements with outcomes which might be confirmed by scientific research,” stated Lévy Cohen. “Nubio is all about bringing freshness, amazingly sensorial magnificence and wellness rituals into your private home, with an unbelievable experience when it comes to constructing formulation round crops which might be harvested principally in France.
“The model was amazingly inspiring, and our prospects liked it,” she stated. “We thought that is an incredible alternative for us, and we have now to do it, as a result of there are nonetheless so many issues to do with this unbelievable model.”
Up first is to work on Nubio’s assortment, with new merchandise upcoming quickly. The plan can also be to leverage Oh My Cream’s experience in communications, public relations and affect, to extend model consciousness.
Juliette Levy Cohen, founding father of Oh My Cream.
Courtesy of Oh My Cream
“At Oh My Cream we contemplate ourselves as a brand-builder,” Lévy Cohen stated.
One other preliminary focus might be on Nubio’s enterprise on the retailer and on the model’s on-line retailer. “Perhaps after a 12 months or two, we will take a look at increasing its distribution,” she stated.
“Atelier Nubio completely matches and completes Oh My Cream’s ecosystem and is a incredible addition to our personal portfolio of skilled manufacturers,” stated Gerard, of the retailer that has personal label skincare inside its multibrand supply. “All of us undoubtedly look ahead to additional increasing the model journey.”
