Photo: Pomponne, Cosmetics IC - Rose Lane, Lucibelle
The 2025 edition of Made in France, a premier showcase of French products, celebrated innovation, craftsmanship, and sustainability across the skincare and makeup landscape. This year’s event unveiled how French Indie brands are redefining beauty through technology, organic formulations, and hybrid products that merge care with color.
Our team explored the show floor to uncover the key movements shaping the next era of French beauty. Here are the standout trends that caught our attention:
#1 – Skincare + Tech: Smart Beauty Meets Personalization
Maison M - Photo: Cosmetics IC
Lucibelle - The Ove Mask - Photo: Cosmetics IC
French innovation continues to bridge technology and beauty with intelligent, customizable solutions.
Maison M stood out with its AI-powered lipstick experience, where users upload a selfie on the brand’s website and receive six personalized lipstick shade recommendations. The system considers skin tone, undertones, and preferences, suggesting perfect matches across reds, nudes, and browns. Customers can then create a bespoke 3-in-1 lipstick with refillable shades, combining personalization with sustainability.
Another highlight, Lucibelle, showcased French Beauty Tech at its finest. Its photobiomodulation devices harness red LED light to rejuvenate skin, hair, and body.
#2 – Organic Makeup: The Purity of Simplicity
Comme Avant Serum - Photo: Cosmetics IC
Eugénie de Jaham - Makeup - Photo: Cosmetics IC
Organic formulations took center stage as brands like Comme Avant and Eugénie de Jaham championed authenticity and transparency through minimalist ingredient lists.
Comme Avant came with blushes made from only six organic ingredients and no synthetic dyes. The brand also introduced an Eye Contour Serum, made in Marseille and COSMOS-certified, featuring a roll-on applicator and a minimalist formula with caffeine, watercress extract, and spirodela to refresh and decongest the eye area.
Eugénie de Jaham, an organic indie brand from Amboise launched in 2022, presented its line of 100% natural lipsticks, Cosmos certified, crafted without titanium dioxide. These formulas celebrate both safety and sensorial pleasure, aligning with the growing demand for mindful beauty.
#3 – The Rise of French Hybrid Beauty
Rose Lane Paris - Photo: Cosmetics IC
Pomponne - Concealer - Photo: Cosmetics IC
At the intersection of care and color, brands like Rose Lane Paris and Pomponne exemplify the new hybrid beauty ethos, where makeup nourishes as it beautifies.
Rose Lane Paris is a French makeup line launched in early 2024, with its laboratory based in Normandy. The brand emphasizes local and small-scale production, with paper cases made in Drôme and mailing boxes from an eco-responsible company in the Vosges. Its formulas use ingredients of natural origin, aiming toward locally sourced French beauty products.
Pomponne is a french natural makeup brand launched in 2020. The brand showed their new BB Moisturizing Cream SPF 20, a titanium dioxide-free formula that hydrates, protects, and is made of 95% naturally derived ingredients. The BB cream scores 93/100 on Yuka, and the brand is set to launch a pH color-changing concealer in the upcoming months.
THE CIC TAKE
The 2025 edition of Made in France Expo showcased how the future of beauty thrives at the crossroads of personalization, naturality, and innovation. From Maison M’s AI-led lipstick creation to Comme Avant’s minimalist purity and Pomponne’s skincare-powered color, the developments are anchored in French values: natural, conscious, and pleasure-driven.
As technology and tradition continue to converge, the next chapter of beauty will be defined by personalization, performance, and purpose, proving that French innovation remains as elegant as it is forward-thinking.
