Cosmetics 27 Launches at La Samaritaine Paris
Cosmetics 27, the Parisian regenerative skincare brand founded by a doctor of pharmacy, is now available at La Samaritaine, the LVMH-owned department store on the Pont-Neuf. The launch, opened in August 2025, was structured by Beauty Expert Consulting. La Samaritaine is the brand's third department store in France, with two dedicated spaces.
Baume 27, Crème 27, Huile 27 and Pure 27. Images: Cosmetics 27.
The biggest beauty floor in continental Europe
Closed for sixteen years, La Samaritaine reopened in June 2021 after a complete restoration led by DFS, part of the LVMH group. Behind its Art Nouveau glass roof and peacock frescoes, the store now houses the largest beauty floor in continental Europe: around 3,400 m² and some 200 brands on a single level, with treatment cabins and services.
For a skincare brand, it is one of the most selective addresses in Paris, visited by Parisians and international travellers alike. Being chosen there places Cosmetics 27 alongside the most established names in prestige beauty.
The Art Nouveau facade of La Samaritaine, Paris. Photo: DiscoA340, Wikimedia Commons (CC BY-SA 4.0).
The Cosmetics 27 stand at La Samaritaine, August 2025. Photo: Beauty Expert Consulting.
Who is Cosmetics 27?
Founded in Paris in 2008 by Michèle Evrard, a doctor of pharmacy specialised in cosmetic R&D, Cosmetics 27 takes its name from the skin's natural renewal cycle of 27 days. Its formulas aim to help skin regain its own ability to repair and protect itself.
The brand is built around its patented CICA-MA2® complex, derived from Centella Asiatica, with formulas containing up to 25% active ingredients and more than 92% ingredients of natural origin. Its icon, Baume 27, is an intense repair cream used as a daily regenerating treatment.
Why regenerative skincare is winning in Paris
Skin longevity is the new luxury: premium clients look for treatments that strengthen skin over time rather than quick cosmetic fixes.
Science you can explain: a pharmacist founder, a patented complex and clear active percentages give beauty advisors a story they can tell in a few seconds.
Clean and effective: a high share of natural-origin ingredients answers the expectations of a clientele that will not trade efficacy for naturalness, or the reverse.
How Beauty Expert Consulting built the launch
Retailer targeting: identifying La Samaritaine's beauty floor as a natural fit for a science-led French skincare brand.
Buyer presentation: turning the CICA-MA2 science into a clear, retail-ready brand story.
Assortment: selecting the hero references for the store, led by Baume 27.
Launch coordination: aligning brand, store teams and logistics for the August 2025 opening.
Part of a wider department store rollout
La Samaritaine follows the launch of Cosmetics 27 at Galeries Lafayette Haussmann, and is part of a broader plan that also opened the door to China. Beauty Expert Consulting already knows the store well: it also brought Flora Lab Paris to La Samaritaine.
In a few months, Cosmetics 27 has secured a place in the most prestigious department stores in Paris.
FAQ
Where can I buy Cosmetics 27 in Paris?
Cosmetics 27 is available at La Samaritaine, the Paris department store on the Pont-Neuf, as well as at Galeries Lafayette Haussmann and on cosmetics27.com.
What are Cosmetics 27's signature products?
Baume 27, the brand's iconic intense repair cream, along with Crème 27 Bio-Logique, Huile 27 and Pure 27, all built around the patented CICA-MA2 complex derived from Centella Asiatica.
How can a skincare brand get listed at La Samaritaine?
A clear scientific story, a premium positioning that fits the store's curation and a structured launch plan make the difference. Beauty Expert Consulting supports brands from retailer selection to launch.
Launching your beauty brand in Paris department stores?
Beauty Expert Consulting opens the doors of Europe's leading retailers for premium beauty brands. Read the full Cosmetics 27 case study, discover how we launched Aurezzi at Prince Pharmacy in London and Lattafa in 420 Druni stores in Spain.
Let's talk about your next launch.
Comments