How Jurlique is refreshing the 39-year-old beauty brand for Millennials

Owned by a Japanese parent company and led by a French retail executive, the South Australian-born all-natural skincare business hopes to build loyalty with younger customers.

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For Jurlique chief executive Loic Rethore, the Australian skincare company’s all-natural and botanical products aren’t just items he wants to sell to you; they are a daily habit he wants you to embrace. “Beauty is very psychological,” said Rethore. “The way you feel about yourself, about when you apply a cream.

Every morning, there’s a routine, it’s the start of the day; that’s actually very important for the mindset of the person. So we take note of this. “We are working on rituals, fragrances, spas and massages as well, to make sure we have a proposition which is beyond the product.



” Roses from Jurlique’s biodynamic farm being dried before being sent for processing. Jurlique was founded in South Australia’s Adelaide Hills in 1985 by German chemist and naturopath Dr Jurgen Klein and wife Ulrike, a botanist, horticulturalist and teacher, and has found global success through its trademarked rose and other natural herbs grown on its 105-acre biodynamic farm. The beauty business was purchased in 2002 for $25 million by the late Australian billionaire Kerry Packer, whose son James sold it nine years later for $355 million to Japanese cosmetics manufacturing giant Pola Orbis.

Today, Jurlique is sold in roughly 20 countries, with annual global revenue “close to” $100 million. The man tasked to lead Jurlique into the future is a French native with global experience, particularly in Asia, leading some of the world’s best retailers and luxury brands inclu.