Known for its baby product brands (Tidoo, Carryboo, Libellys) and feminine hygiene (tomatoes), Naturopera consolidates its ambition to become an independent French leader in perfume hygiene with the takeover of the retail activity of Eugène Perma, distributed in Reunion by JD Distribution.
Number one in hair coloring and care in supermarkets with its iconic brands (Hahn Oil, Eugene Color, Keranove, Nat&New Bio, Biorene, Laurence Dumont, Loua), the Eugène Perma group — 80 million euros in turnover — has been experiencing difficulties in the face of the health crisis for several years, inflation and competition from international giants. Placed in receivership at the turn of summer, Eugène Perma found in the offer carried by Naturopera and its partners (Alfaparf, European trade show expert, and Superga Beauty, beauty industry) the continuity of its industrial and commercial project. This is illustrated by the safeguarding of French industrial heritage, by the development of brands made in France and by the preservation of employment, since the consortium takes on 213 employees, i.e. 90% of the workforce. After opening its ecological baby diaper factory in Hauts-de-France, just a year ago, Naturopera was able to count on the support of financial partners (Bpifrance, Savings Bank, Société Générale) who identified the growth potential of such a recovery.
Birth of an independent leader
Naturopera positions itself as an independent French leader in perfume hygiene, especially in the baby world, feminine hygiene and now hair care. The operation allows the new entity created to broaden its expertise and generate significant synergies. It will promote the growth of the group, will offer consumers and mass retail brands another option than multinationals, by offering French products, science, natural and affordable. Naturopera thus wishes to pool its common values with Eugène Perma in favor of corporate social responsibility. (RSE). Transparency towards consumers will be ensured by reworked product compositions, favoring natural and eco-designed ingredients. The company will also support territorial anchoring by working with more than 80% of French suppliers and service providers.. Its short circuit logistics will continue to reduce its carbon footprint by minimizing intermediaries between the producer and the consumer.
A new mid-sized company
“This takeover marks a major strategic step in our commitment to innovation and quality. We are proud to carry this heritage, combining sustainability and excellence”, welcome Geoffroy Blondel de Joigny and Kilian O’Neill, founders in 2013 of the impact SME Naturopera, specialized in organic daily hygiene products, natural, ecological and French-made. Before the resumption of Eugène Perma, Naturopera employed 100 employees and had a turnover of 40 million euros in 2023. The company has dual CSR PME+ and BioED certification. (Organic Sustainable business). She is a member of the French Fab. Naturopera has been selected in the ETIncelles program of the Ministry of SMEs, of Commerce, of Crafts and Tourism, in order to move from SME to ETI.
