As more and more websites are marketing French natural cosmetics in the United States, a new French eco-friendly brand is making its entry across the Atlantic: Z&MA. This French brand of organic beauty products has just been selected for the “French capsule” collection of the natural beauty products website The Detox Market, itself founded by Frenchman Romain Gaillard in Los Angeles. Z&MA offers six products, including a moisturizer, a deodorant, a serum and a nighttime oil, at affordable prices: none of them costs more than 50 dollars. The capsule will be on sale in the six The Detox Market stores (including one on Houston Street in New York) within three to four weeks. “It’s a great credibility for our launch, we are delighted to partner with The Detox Market, which was one of the precursors of organic cosmetics in the United States,” says Virginie Chabran, co-founder of Z&MA.
Z&MA was launched in France in 2017 by two longtime French friends, Delphine Garbois and Virginie Chabran. Both mothers of three children, they first noticed the lack of natural products available for their teenagers’ acne problems, and then expanded their range to a multigenerational universe. “We want to dust off organic products, we focus on pleasure, that is to say, to offer products that are pleasant, effective but also respectful of the skin and the planet,” explains Virginie Chabran.
After training in natural dermo-cosmetics, the founders carried out a long process of due diligence to find a laboratory that met their requirements. They found this rare pearl in the Southwest, a company that has been working in organic certification for 45 years. Z&MA uses natural ingredients in compliance with the Cosmos label, and does not use secondary packaging (product boxes), so it chose to indicate the formulations directly on the products. For the United States, expectations were still different from France: “Americans are probably a little less attached to the organic label, but are more looking for natural products with vegan and gluten-free guarantees.”
Z&MA started with five basic products: a micellar water, a moisturizing day cream, a BB Cream, a lipstick, and an anti-imperfection serum, and now markets thirteen products in total. “We are expanding our range on a regular basis with new products, while remaining focused on bathroom essentials, in line with our ‘less is more’ credo.”
While Z&MA products are primarily aimed at Generation Z, or 20-35 year olds, it also defines itself as accessible to all genders and ages. After the success of its first lipsticks, it has been preparing to launch new shades, as well as a lip balm and a purifying spray. Finally, they are working on new make-up products, and in particular on a mascara, which is a real challenge in terms of eco-responsibility because of its components.
The Detox Market’s “French Capsule” website: https://www.thedetoxmarket.com/pages/the-french-capsule
