Pulpe de vie

Pulpe de Vie
TypePrivately held company
IndustryOrganic Cosmetics
Founded2009 in France
FounderJulie Ducret
Headquarters
Marseille
,
France
Area served
Worldwide
ProductsNatural skin care
Revenue€ 3 millions (2022) [1]
Websitepulpedevie.com/en/

Pulpe de Vie is a French organic cosmetics brand created in 2009.

Background

Back in France in 2009 after a sabbatical year in South America,[2] Julie Ducret, together with an investor partner, created Bio Provence within the Marseille Innovation business incubator.[3][4]

In 2014, a 150,000 euros fundraising exercise was completed with various partners, including Bpifrance and Crédit Agricole.[5]

After 2015, the company made a strategical change: initially listed in para pharmacies and organic stores, it switched to large-scale distribution, increasing production from 5,000 to 10,000 units.[6]

In 2017, a second fundraising exercise of 400,000 euros was announced was announced.[2]

In 2018, its export policy was suspended to refocus on the French market, in particular by developing marketing on social networks, for example, through partnering with influencers.[7]

In 2021, the brand invested in the hard discount sector and resold 450 Lidl out of 1,006 stores in France.[8]

In 2023, the company completed a new funding round of 1.7 million euros to start exporting and triple its growth by 2026.[1]

Production and marketing

With Ecocert[9] and Cosmébio[10] certified products, Pulpe de Vie, targets women aged twenty to thirty-five by focusing on the packaging[11] and prices not exceeding twenty euros.[12]

Inspired by the local purchasing approach,[6] the company works with around twenty regional producers,[12] collecting their "ugly" and unsold fruits as part of an effort to combat food waste,[4][7] Purchases are made by a service provider based in Sisteron[11] while the subcontracting laboratory is located in La Fare-les-Oliviers.[4]

References

  1. 1 2 Isabelle Meijers (2023-05-05). "Percer dans la grande distribution, Pulpe de Vie a réussi". Les Echos. Retrieved 2023-06-02.
  2. 1 2 Mirabelle Belloir (2017-12-13). "Trophée Industriel de l'année catégorie TPE: Julie Ducret met du soleil dans les cosmétiques bio". lsa-conso.fr. Retrieved 2021-02-20.
  3. ↑ Mignot, Eva (2019-10-21). "Marseille, Aix : les incubateurs, accélérateurs et pépinières d'entreprises". Les Echos Executives. Retrieved 2021-02-20.
  4. 1 2 3 Manon Variol (2017-08-06). ""Pulpe de vie" : cosmétiques et fruits frais marseillais font la paire". LaProvence.com. Retrieved 2021-02-20.
  5. ↑ "Marseille : Levée de fonds pour la marque cosmétique Pulpe de Vie". Le Journal des Entreprises. 2015-01-09.
  6. 1 2 Carole Payrau (2016-02-26). "Pulpe de vie change de braquet". La Tribune Provence-Alpes-Côte d'Azur. Retrieved 2021-02-20.
  7. 1 2 Maëva Gardet-Pizzo (2018-05-15). "Comment Pulpe de Vie veut reconquérir le marché français". La Tribune Provence-Alpes-Côte d'Azur. Retrieved 2021-02-20.
  8. ↑ Maëva Gardet-Pizzo (2021-10-20). "Pulpe de Vie et le pari de la grande distribution". La Tribune Provence-Alpes-Côte d'Azur. Retrieved 2021-10-20.
  9. ↑ "Annuaire Ecocert : Bio Provence". ecocert.com. Retrieved 2021-03-27.
  10. ↑ "Les marques de cosmétiques labellisées Cosmébio : Pulpe de Vie". cosmebio.org. Retrieved 2021-03-27.
  11. 1 2 Maëva Gardet-Pizzo (2020-02-13). "La recette de Pulpe de vie pour valoriser les fruits moches". La Tribune Provence-Alpes-Côte d'Azur.
  12. 1 2 Paul Molga (2013-02-25). "Pulpe de Vie investit les centres villes". Les Echos. Retrieved 2021-02-20.
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