LONDON — Krème, a French dermocosmetics brand that uses probiotics to care for ultra-sensitive skin, has secured a minority investment from Iris Ventures, a growth equity firm that has been putting its money behind the health, well-being and longevity categories.
Cofounded by Juliette Lailler and Marie Belile, Krème touts clean, creamy formulations and focuses on nourishing the skin’s microbiome, which shields against germs, pathogens and inflammation.
The brand is sold in 3,000 French pharmacies as well as through stores such as Galeries Lafayette, Samaritaine and Printemps Haussmann.
The company is one of France’s fastest-growing skin care brands, with revenue doubling every year since its launch in 2020. Lailler, who is chief executive officer, said this is the first time Krème has taken on an investor, adding that the money would be used to expand in Europe, and later in the U.S. The company also plans to expand the product range and scale the team.
Krème is already sold in Belgium and the plan now is to push into Spain and the U.K., where the products will be sold at pharmacies as well as beauty and speciality stores. The brand, which launched as a direct-to-consumer play, will continue to sell through its website.
Krème products aim to reinforce the skin’s microbiome using all-natural ingredients.
Krème said its approach is to preserve the skin’s natural defenses by stripping out anything that disrupts them, to balance the microbiome with probiotic ferments and to boost results with targeted biotech actives.
The skin care range, which is made in France, is certified organic by Ecocert, an independent organization that inspects and certifies organic and sustainable products. The formulas are backed by experts in microbiome science and dermatology, and are free from preservatives, allergens and unnecessary ingredients, such as oils, that could irritate the skin. They are also safe to use during pregnancy.
Krème also puts a big focus on antiaging. Its Collagen Smoothing Cream and Collagen Anti-Wrinkle Serum are both bestsellers. And the brand offers probiotic-powered sun care and makeup.
Lailler, who previously worked in product development at L’Oréal and LVMH Moët Hennessy Louis Vuitton, said: “Choosing to bring in Iris was a choice we made with our hearts. We found a passionate team that shares our vision of healthy beauty and brings deep expertise in scaling brands internationally. That’s exactly the next step our team is ready for.”
Montse Suarez, founder and managing partner at Iris, said: “Juliette and Marie are the kind of founders we look for. They have deep category knowledge and real operational discipline. Together, they have built Krème into a true challenger in the pharmacy channel, with products that match exactly what today’s modern consumers want. That combination is rare, and we are excited to back them as they grow.”
Antiaging is a core pillar of Krème’s business.
In an interview, Lailler said she and Belile, the company’s chief operating officer, founded the brand to appeal to people with sensitive skin who were looking for “safe, natural” products to help with highly sensitive skin or conditions such as acne, rosacea or psoriasis.
Lailler said she worked hard on the “finish” and feel of the formulations, drawing on her past experience at L’Oréal and LVMH. “Without the sensoriality, we knew the customer wouldn’t come back,” which is why the formulations, including the serums and cleansing foam are soft and creamy, she said.
Prices are in the premium range, with products costing between 20 euros and 30 euros.
The brand is the latest in the Iris portfolio that straddles health and aesthetics. Other brands include Olistic, a drinkable nutritional supplement designed to reduce hair loss and improve hair health; Goddess, maker of conditioners and treatments that aim to protect hair from the inside out, and Innerskin, which specializes in noninvasive skin care treatments at its clinics across France.
Iris, which recently launched Fund 2, a 200 million euro vehicle, said its core belief is that brands that help people live better for longer will win. It said it wants to back “innovative propositions that solve real problems, with simple, enjoyable” and convenience-led solutions.
