Is Vichy L’Oréal’s Next Billion-Euro Brand?

Reported by Vogue.

Vichy is chasing a billion-euro valuation, and the French dermatological skincare brand isn't playing it safe. New global brand president Jamel Boutiba, a 20-year L'Oréal veteran, is plotting an aggressive expansion into men's skincare, supplements, and what the brand calls "integrative health"—basically, skincare plus wellness. The move comes as Vichy's sibling brands at L'Oréal Group (SkinCeuticals, La Roche-Posay, CeraVe) have already hit that milestone, despite being younger. According to Vogue, Vichy's dermatological beauty division reported a best-in-18-years growth in 2023 and is now knocking on the billion-euro door.

The Men's Bet

Women currently account for 60-70% of Vichy's revenue. Boutiba wants to flip that toward 50-50. The global men's skincare market is projected to hit $5 billion by 2027, and Vichy is positioning Dercos—its haircare line that's quadrupled in five years—as the vehicle. The brand just named Portuguese soccer player Vitinha, a Paris Saint-Germain midfielder with 4.4 million Instagram followers, as an ambassador ahead of the 2026 FIFA World Cup. The strategy is deliberate: soccer unites Gen Z through boomers, and Vitinha embodies the health-performance angle Vichy wants to own. One bottle of Dercos Anti-Dandruff DS Shampoo sells every two seconds worldwide, Boutiba claims. The brand is also pushing into hair loss—a growing men's grooming category—with new products launching at year-end 2025.

But Vichy isn't leaning solely on athletes. The brand has tapped @GlucoseGoddess (biochemist Jessie Inchauspé, 6.2 million followers) to reach science-minded consumers, and wellness creator Emily DiDonato for the lifestyle set. It's a calculated play to splinter audience segments while maintaining a unified "health performer" narrative—that aspirational, longevity-obsessed consumer who tracks sleep, takes supplements, buys organic.

That wellness angle is where Vichy sees real scale. The supplement market exploded on TikTok (2.8 million #supplements videos), and the global consumer health market hit $338 billion in 2025. Vichy just launched Liftactiv Collagen, a supplement co-developed with nine international dermatologists and nutritionists, leveraging both its French research labs and L'Oréal's global network. The brand is also tackling niche markets with precision—in Latin America, for instance, it's addressing "GLP-1 face," the skin laxity some patients experience on weight-loss drugs. Vichy's 2025 digital campaigns racked up 14 billion views across YouTube, TikTok, and Meta, with engagement up 60% year-over-year.

Vichy's path to a billion hinges on doing what luxury brands do best: owning a story that matters to people's actual lives, whether that's dandruff solutions at €7 or collagen science at €80.

Read the original at Vogue.