French beauty has long been admired for its focus on enhancing natural radiance and allowing users to maintain a fresh, youthful glow. The French prioritize skincare first (using a very long list of banned ingredients), ensuring a healthy foundation before applying any makeup. It’s no wonder that French beauty brands are beloved worldwide—some non-French companies even adopt French-sounding names for added credibility. In recent years, French skincare has experienced a global resurgence, with new brands emerging that emphasize better care, sustainable ingredients, accessible prices, and that unmistakable je ne sais quoi.
From better hair brushing to clean beauty innovations, luxury perfumes, pharmaceutical breakthroughs, and even that perfectly imperfect makeup look, the new wave of French beauty is taking over—visible everywhere from Instagram to TikTok to YouTube. Brands like Typology are collaborating with influencers across the board, and who hasn’t seen Violette_FR’s iconic “just-kissed effect” lipstick? French entrepreneurs are also reinventing hair care, while a French pharmacist has created an all-in-one balm to tackle every skin concern.
We’ve tested a range of these new French beauty brands and have a few things to share. Keep your credit card ready—your beauty routine might just need a refresh.
1. La Bonne Brosse
Chances are you’ve seen Pauline Laurent and Flore des Robert, founders of La Bonne Brosse, on your social media feed, thanks to their well-targeted advertising. These French entrepreneurs are redefining hair brushing, embodying the “slow beauty” movement by creating durable tools that encourage us to care for our hair in new ways while reducing reliance on questionable cosmetics and single-use plastics. Their brushes are designed to make your hair both look and feel healthier and shinier.
La Bonne Brosse ($168) offers four brush types: a universal brush with 100% boar bristles for all hair types to promote shine and smoothness; a boar bristle and nylon fiber brush for normal to thick hair, ideal for daily styling; a boar bristle and nylon ball-tip brush for sensitive scalps; and a 100% nylon brush for detangling all hair types. The range includes various colorways, travel-sized brushes, pouches, baby brushes, combs, styling brushes, and even a dedicated hair care line.
Our thoughts: La Bonne Brosse is undeniably chic, and feels like self-care for your hair. It gives the scalp a gentle massage, adding softness and shine with daily use. The brush glides through hair smoothly without tugging, making the experience enjoyable. It also does a great job at detangling, and keeps hair looking polished longer than most other brushes.
2. VIOLETTE_FR
French makeup artist-turned-entrepreneur VIOLETTE_FR has created a full line of Parisian-inspired makeup, from eyeliners and lipsticks to blush and skincare. However, her hero product is undoubtedly the Bisou Balm (now available in a jelly version as well). The concept behind this product is to recreate the look of lipstick that’s been worn all day—or lightly rubbed off after a kiss. It embodies the effortless French approach to makeup, where it never looks like you tried too hard. Available in several shades, its unique formula blends into lips with a subtle blurring effect, creating the iconic “bouche mordue” (just-bitten lips) look—a French beauty staple alongside the bold red lip. Apply once for a natural flush, or build up the color with more swipes. It comes in a sleek off-white plastic tube with a golden cap, featuring the brand’s logo embossed on top.
Our thoughts: VIOLETTE_FR’s Bisou Balm ($29) is ideal for those who love the idea of wearing lipstick, but prefer a low-maintenance, natural look. It’s moisturizing, comfortable to wear, and delivers that perfect low-key chic vibe. It stays on well and doesn’t easily transfer onto clothes, plus it’s easy to remove with a bit of micellar water.
3. Typology
Typology is a disruptive skincare brand reshaping the industry. Founded by Ning Li, the brand is built on the principles of simplicity, transparency, and the use of premium natural ingredients. Typology was created to challenge the overblown promises and questionable chemicals common in skincare, opting instead for a straightforward, back-to-basics approach. With an online-only, direct-to-consumer model, they offer high-quality products at accessible prices, such as their 9-Ingredient Face Moisturizer, Tinted Serum, Lip Oil, Eye Serum, and Firming Night Serum.
Our thoughts: Typology feels like the French answer to The Ordinary—affordable, clean, and effective. We tested their Eye Serum, priced at $33.50, with modest expectations, as products in this category often have expensive formulations but rarely deliver. The serum is light, transparent, and creates a tightening sensation under the eyes, actually reducing the appearance of bags and dark circles. It’s become our go-to eye serum, and its 15 ml bottle (there is also a 30 ml bottle available) is long-lasting—also perfect for slipping into your bag before a long flight.
4. Parfums de Marly
Parfums de Marly is known for its luxurious, opulent fragrances, which evoke the grandeur of 18th-century French perfumery, and its Delina perfume has become a major Tiktok trend. But what you should really be looking out for is the newest perfume in their collection, Palatine. With its rich blend of floral, woody, and amber notes, this fragrance is regal yet understated—perfect for those who don’t want to smell like everyone else.
Our Thoughts: Parfums de Marly Palatine is pure luxury, in a bottle with a pricepoint of $375. From its ornate packaging to the scent itself, the fragrance feels indulgent. The floral and amber notes are perfectly balanced, creating a scent that is not overwhelming. It’s also long-lasting, making it perfect for wearing from daytime into evening.
5. Bonjout Beauty
Founded by French pharmacist Dr. Natacha Bonjout, Bonjout Beauty is the result of 15 years of dedicated research into skin health. The brand’s only product, Le Balm, is a multi-functional powerhouse that is designed to be an all-in-one skincare savior. This solid serum is packed with 68 highly concentrated active ingredients to nourish the skin, repair the skin barrier, and combat visible aging while boosting elasticity and radiance. It acts as a serum, moisturizer, under-eye cream, night cream, treatment salve, lip care, primer, and overnight repair mask all at once. And we all know French girls love getting things done with minimal fuss—in this case, with just one product.
Our Thoughts: Le Balm ($130) offers an impressive solution for those who prefer simplicity in their skincare routine, providing deep hydration and soothing the skin. Its texture is unique—firm at first, but melting into a buttery softness when warmed by your fingertips. The natural rose scent is refreshing, and its clean, vegan, and hypoallergenic formulation makes it ideal for all skin types.
6. Doré
Doré was created as a modern French beauty band with a focus on sustainability, transparency, and simplicity. Launched in 2022 by Garance Doré and Emily Yeston, the brand is designed for those who want to spend less time on skincare. It offers straightforward, effective products that repair and hydrate without harsh or sensitizing ingredients. What sets them apart is their impressive commitment to sustainability, showcased in their eco-friendly packaging. The products are gentle yet effective—perfect for anyone looking to streamline their skincare routine while prioritizing safety and environmental consciousness.
Our Thoughts: Micellar water is a popular staple for French girls, cleansing the skin and soaking up dirt, oil, and makeup like a sponge, and making it easy to swipe away impurities. Doré’s La Micellaire ($24) is a standout—gentle yet effective, it cleanses without stripping the skin, leaving it refreshed and hydrated. It also comes in a cute, flat travel-size bottle made from recycled plastic, perfect for keeping in your bag so you never forget to cleanse your skin, no matter where you go.
7. Alexandre de Paris
Alexandre de Paris is synonymous with luxurious French hair accessories (which have come back into fashion in recent seasons), and they are known for their timeless appeal. Combining style with functionality, the brand’s iconic hair clips, headbands, and barrettes (all handmade in France), are perfect for either a casual day out or a formal event.
Our Thoughts: The Alexandre de Paris clips (prices vary) effortlessly add a touch of Parisian elegance into your look, whether you wear them in your hair or on your bag. They’re incredibly practical for styling your hair back when you need a quick solution. Not only are their accessories beautiful, but they’re also highly durable, making them a worthwhile investment.
