Haute couture beauty: Biologique Recherche launches ultra-luxury personalised services in Thailand

This luxury hyper-personalised service started a decade ago and offers tailor-made skin care products for its clients. The products are tweaked monthly according to the skin condition and delivered to clients from its lab in Paris where it is formulated.

As part of this service, clients also have on-demand access to consultants to discuss their skin needs and concerns and get their formula changed if they need. As such, the cost of this service is at a premium.

“It’s expensive, but what we’re selling is not just about the product, it’s the fact that your entire skin care experience will be taken care of. You’ll have a hotline to doctors and the lab,” ​said Raphaëlle Faure, APAC Director of Biologique Recherche.

Today, this service is available for clients in markets such as Australia, China, Europe, Japan, the Middle East, and the US. Thailand is the first SEA market it has expanded the haute couture service to.

Speaking to CosmeticsDesign-Asia​ at the inaugural Cosmoprof CBE ASEAN exhibition in Bangkok, Faure said she believed the SEA market was ready for this top-of-the-line service.

This is primarily because of the experience of going through a global pandemic which has altered peoples’ priorities.

“I think especially after COVID, people have realised how important their health is and how important it is to take care of ourselves. But also, they’ve realised how important it is to have very ​good service,” said Faure.

Furthermore, this service requires a level of expertise and support from its distribution network it did not have before in Thailand.

“Every month, clients will come to get their skin checked and we have to send the data back to Paris to create new products or adjust to make sure she gets the best. It’s made at our lab in Paris so it’s very difficult to import each product every month. We did not have that level of support before and now we feel we are ready,”​ said Faure.

She emphasised that the future of the beauty industry would be driven by the hyper-personalisation of products and services.

“At the core, Biologique Recherche really believes that everybody’s skin is different, and it changes too. For instance, six months ago you were probably on relaxed and on holiday, so your skin looks super fresh. But now you’re at work, tired and under a lot of stress, so your skin is different. So, skin care has to be personalised if you want maximum results. You can’t put people in boxes. That works for some brands but for us, from the beginning, it has always been about personalisation.”​

Moving forward, the company is looking to further expand the haute couture services in SEA and has its sights set on Singapore and Malaysia.

The affluent Singapore market is most likely its next stop, where it has been around for years in various clinics. This year in June, it opened its first official retail store in swanky shopping mall, The Shoppes at Marina Bay Sands.