The beauty world might have discovered micellar water, but the notion of “French beauty” still holds a certain kind of mystique. The popular image of chic French people who have perfect skin, all while eating cheese and smoking cigarettes, is, of course, largely a myth. Or is it? Thanks to a $1.69 billion purchase by Colgate, we’ll hopefully soon find out.
Colgate-Palmolive, a corporation best-known for toothpaste and other dental-care products, has acquired French skin-care brand Laboratoires Filorga Cosmétiques. As WWD reports, Colgate acquired PCA Skin and EltaMD in 2017. With this purchase, Colgate gains a stronger foothold in the skin-care business.
Filorga (what the cool kids call it) is currently sold in France, Italy, Spain, and greater China. It sells various categories of skin-care products, including serums, night masks, under-eye patches, and, yes, micellar water. Prices range from $29 for plumping lip balm to $102 USD for a wrinkle-reducing serum.
