Introduction: In recent years, EviDenS de Beauté has accelerated its global expansion, particularly in travel retail, bringing its distinctive high-performance skincare offerings to key markets.
In Asia, the brand strengthened its footprint with openings at cdf Sanya International Duty Free Complex in Hainan in November, two counters at Shanghai Pudong International Airport in partnership with cdf Sunrise Duty Free in August, and its Changi Airport counter with The Shilla Duty Free, which debuted in January.
Further underlining its commitment to innovation, EviDenS de Beauté recently inaugurated its Research & Innovation Laboratory in Paris, described as a creative skincare atelier in continuous dialogue with its Japanese R&D hub, celebrating 20 years of research and development.
In an exclusive with The Moodie Davitt Report, CEO Jessie Giraud shares how the company’s philosophy continues to guide product innovation and brand strategy, and how travel retail plays a pivotal role in its ongoing global expansion.
The story of EviDenS de Beauté is one of literal fusion – of French and Japanese cultures, of scientific precision and sensory experience, and of heritage and future-forward research and development.
More than a business, the brand began as an expression of love. EviDenS de Beauté reflects the union of its Founder & French entrepreneur Charles-Edouard Barthes and his wife, Paris-based Japanese journalist Eriko Nakamura.
EviDenS de Beauté’s first creation came from Barthes’ close study of his wife’s regimen and skincare secrets, leading him to pioneer an anti-ageing line crafted for sensitive skin and all skin types.
This origin has shaped the Maison’s philosophy for over two decades, translating a dual heritage into refined, science-led skincare rituals that balance authenticity, performance and emotion.
EviDenS de Beauté CEO Jessie Giraud says, “We are proud to bring together the best of both cultures, offering our clients rituals that are gentle on sensitive skin yet deliver immediate, visible results.
“This vision recently inspired the inauguration of our Research & Innovation laboratory in Paris, celebrating 20 years of R&D.”
Driven by its unique Franco-Japanese DNA, the company maintains an ongoing creative dialogue between its French and Japanese R&D divisions. This synergy is deemed critical to curating high-performance formulas, most notably its signature Trinity of Ingredients, integral to every product in the line.
Giraud continues, “We are also guided by a mindset of continuous improvement, inspired by the ancestral Japanese philosophy of kaizen, which shapes every aspect of our work, from the development of our rituals and packaging to the design of our boutiques and the immersive experiences we create for our clients.”
The ritual of precision
EviDenS de Beauté’s philosophy is modelled on the Japanese saho ceremony – a mindful, step-by-step approach to skincare.
Giraud says, “Every collection reflects our haute couture approach to skincare, combining targeted results with sensorial textures.”
This philosophy is evident across the portfolio. The Special Saho line, featuring the signature Special Mask, is the brand’s best-selling range, delivering lifting and refreshing benefits formulated with menthyl lactate.
Another core collection, the Essential Saho is designed for all skin types to boost radiance and nourishment through its Trinity of Ingredients.
At the premium end, the recently reformulated New Extreme Saho line has been updated with fully refillable packaging and targets visible signs of ageing through the proprietary 360-degree Skin Perfecting Complex and Nano-Emulsion Technology.
Giraud says, “From the very beginning, precision and sensoriality have been at the heart of everything we create. We approach skincare as an art form, elevating it to the same level of craftsmanship, detail and excellence as haute couture.”
Formulated between France and Japan with exacting precision, EviDenS de Beauté’s skincare incorporates exclusive ingredients such as Triple Collagen, with three molecular sizes to reach different layers of the skin.
It also contains La Foux Spring Water from the French Pre-Alps, renowned for its hydration; and GlucoSkinX3, derived from sake fermentation and acting as a “water reservoir for the skin”.
The brand’s scientific expertise is complemented by its signature fragrance, Jardin de Grasse.
The future of skincare science
Guided by the Japanese philosophy of kaizen, EviDenS de Beauté places innovation at its core, continually enhancing its formulas, packaging and retail experience to elevate premium skincare.
Giraud says, “We deeply believe that everything can be elevated, and it is this ongoing pursuit of excellence that led us to inaugurate our new Research & Innovation Laboratory in Paris, bringing us even closer to our founder and to our creative and scientific teams.”
Across its laboratories in France and Japan, the Maison’s Research & Development is led by Director of R&D Kazuko Jimbo and Head of R&D France Laure Bouscharain.
This collaboration drives ongoing innovation in both ingredients and packaging, demonstrated by the New Extreme Collection, now fully refillable and available in more travel-friendly formats.
On future plans, Giraud notes: “We will continue to invest strongly in ingredient research and product innovation throughout 2026 and beyond, with the ambition of delivering high-performance, sensorial rituals and positioning EviDenS de Beauté as a true game-changer in Haute Beauté.”
Advancing in travel retail markets
Described as a “strategic pillar” of its global growth, travel retail provides a platform to showcase EviDenS de Beauté’s heritage in high-traffic, premium destinations.
Marking a key milestone, the maison unveiled its flagship boutique at cdf Sanya International Duty Free Shopping Complex in November, its largest travel retail location.
China continues to be a key market, domestically and in travel retail, supported by four retail locations in Hainan and an expanding footprint at Shanghai Pudong Airport.
Giraud explains, “Our strategy has focused on accompanying our loyal Chinese clientele across all touchpoints of their journey.
“Expanding in China’s travel retail scene and APAC region is a natural extension of our strong local presence.”
As global travellers increasingly seek meaningful experiences, the cdf Sanya flagship store immerses visitors in the full brand universe. It is adorned with a private treatment cabin and curated French artwork, highlighted by a handcrafted mosaic of the Château de Montfort honouring the maison’s heritage.
Additional features, including a full-scale fountain inspired by La Foux Spring Water, create an immersive environment, transforming the boutique into a destination and an expression of French art de vivre and Japanese aesthetic values.
Giraud says, “Our goal is to create experiential spaces, where shopping becomes an emotional, sensorial journey rather than a transaction.”
The brand has extended its Asian travel retail footprint with a counter at The Shilla Duty Free Singapore in Changi Airport Terminal 1, complemented by a pop-up at Takashimaya Department Store from 26 December to 16 January, marking its downtown Singapore debut.
Additional openings include Haneda and Narita airports in Tokyo with JAL Duty Free and Incheon International Airport with Shinsegae Duty Free.
Targeting high-potential markets in Europe and the Middle East, the brand plans further expansion over the next 12-18 months, delivering elevated services, exclusive offers and bespoke experiences.
EviDenS de Beauté’s travel retail strategy centres on retailer partnerships built on trust and aligned objectives.
Giraud says, “We believe in co-creating strategies, from product selection to in-store execution and experiential activations. A successful partnership requires planning, transparency and mutual respect.
“We value partners who understand storytelling and share our ambition to elevate skincare into a true luxury experience. The success of our recent launches is a direct result of this collaborative approach, and it remains at the core of our strategy.”
Recognising evolving consumer expectations, the company identifies niche beauty, high-performance brands with compelling stories, and authentic values as the key factors influencing purchase decisions.
Giraud adds, “Consumers are not only looking for results, but for emotional connection, something memorable, personalised and meaningful.
“The rise of multisensory spaces, exclusive sets and wellness-driven experiences reinforces the need for skincare brands to be both efficient and sensorial. We are responding by designing our travel retail counters as experiential spaces that blend art, science and refinement.”
While maintaining the maison’s global brand identity, each boutique is thoughtfully adapted to its setting. Hero products, including the Special Saho for skin fatigue and quick recovery, are showcased to resonate with the needs of modern travellers.
Looking ahead, the company views travel retail as a key channel to engage consumers and strengthen brand relationships.
Giraud concludes, “What excites me most is that we are just beginning an extraordinary chapter. The growing interest in intimate, high-performing skincare brands is a tremendous opportunity.
“But what energises me even more is the ability to connect emotionally and express our maison’s DNA: born from love, precision, and dual Franco-Japanese heritage.
“We are still relatively young in travel retail, which gives us the freedom to innovate, take risks and remain true to our values. Each new location is an opportunity to share our story and connect with new consumers. Travel retail is not only a channel to expand into new markets, it is a bridge to new conversations, new experiences, and enduring relationships.” ✈
