Established in 1803 by Jean-Vincent Bully, then revived by the duo of Victoire de Taillac and Ramdane Touhami in 2014, before being acquired by LVMH in 2021, the Buly beauty brand stands out for its commitment to embodying French elegance through a singular concept.
With a global footprint encompassing over 40 boutiques, notably in Asia, and a complete range of nearly 800 items from skincare to fragrances to beauty accessories, Officine Universelle Buly is one of the most successful names in the French cosmetics world. With a real capacity for disruption: for example, it recently unveiled a collection of water-based fragrances called “Les Jardins Français”, featuring plant-based scents.
Inspired by the heritage of the Parisian company founded by perfumer Jean-Vincent Bully in 1803, the entrepreneurial tandem of Ramdane Touhami and Victoire de Taillac breathed new life into this ancient treasure to give birth to Officine Universelle Buly, a new immersive interpretation of the delights of the past.
“We were lucky enough to discover an engaging beauty catalog created by this 19th-century brand. The names of the products and the bottles appealed to us. So we opened our first boutique on rue Bonaparte, in Paris,” explains Victoire de Taillac. “This decision corresponded to our desire to have an exceptional beauty products store, something we felt Paris didn’t offer at the time. We blended the company’s iconic products, based on the original catalog, such as Eau Triple or Huile Antique, and a selection of 20-30 botanical oils and powdered clays, to revive the original beauty store system, with a selection of beauty accessories.”
A unique sales experience
Guided by an identity focused on the Golden Age and a bespoke experience enhanced by the art of calligraphy, Buly’s establishments and products have rapidly conquered global markets. With the opening of a dozen new boutiques in 2022, Officine Universelle Buly now has four outlets in Paris and nearly forty worldwide. This includes destinations in Japan (Tokyo, Sapporo and Osaka), as well as South Korea. In Europe, the brand is already firmly established in Paris, London and Munich, and has recently established a presence in Milan.
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Under the direction of Victoire de Taillac, who has overseen branding since the company’s acquisition by LVMH in October 2021, this success is attributed to a “typically French aura” as well as an in-store experience that stands out in an exceptional way.
“When a customer makes a purchase, we personalize the box with the product name and theirs, handwritten in calligraphy. We also offer numerous personalization options, including engraving and embossing. So for me, we embody a very specific vision of French beauty and elegance, both abroad and in Paris,” she asserts.
Plant-based innovation
In addition to this deeply-rooted identity, the brand also demonstrates a propensity for innovation. Last spring, it unveiled a brand-new series of water-based fragrances, featuring ingredients from the kitchen garden, rarely used in the world of perfumery. Inspired by ancestral seeds, the “Les Jardins Français” range offers fragrances made from cucumber from India, mint from Syria, watercress from the Orient, parsley from Sardinia, and even beet from Iraq or rhubarb from Egypt…
This latest collection adds to the 12 existing water-based fragrance compositions, i.e. the famous Eau Triple d’Officine Universelle Buly fragrances. Among them, Eau Triple Al Kassir stands out for its accords of sandalwood, cardamom and patchouli, while Eau Triple Miel d’Angleterre marries accords of honey, amber and cedarwood.
Available in 75 ml bottles, this collection can also be purchased as a travel-sized box containing six fragrances.
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Featured photo : ©Officine Universelle Buly
