Regarded as one of the most luxurious and respected French cosmetics brands in the world, DECLÉOR is recognised as a specialist in the aroma skincare and total wellness category. DECLÉOR is designed to provide a blissful, sensual experience to your customers. The brand attracts a sophisticated customer looking for a luxurious and effective anti-ageing skin solution in the natural and well-being space.

Founded by a team of aromatherapy experts, the brand has a formidable knowledge of combining the power of science and nature to create a new 'Art of Beauty'. This luxurious and highly-awarded brand is the number one choice for over 1,000 premium Spas and beauty destinations worldwide. DECLÉOR delivers on its promise to provide your customers with products and skin solutions to create an at-home Spa experience and a long-term skincare system they will be loyal to for years to come.

THE HISTORY OF DECLÉOR

The history of DECLÉOR begins with a woman – Solange Dessimoulie, now Head of Customer Services. In the early 1970s, she came to Paris to study to be a beautician. After many encounters and experiences with the biggest names in cosmetology, and driven by enthusiasm, she started to envisage creating her own brand of cosmetics.

THE NAME

In 1974, the CLÉOR brand was born. CLÉOR refers to the golden key (Clé en Or in French) that opens the Temple of Beauty. It also rhymes with the French word for body – corps. But the CLÉOR products were not just for the body. The brand's philosophy was [Be, not Seem], based on looking at the human being as a whole. Every initiative was focused on the well-being of the body, skin and mind.

Such a holistic approach was incredibly visionary...

The brand's first two products were CIRCULAGEL and PROLAGENE. Sales went sky high. In 1975, just one year after the birth of CLÉOR, this newly-formed brand could boast a turnover of one million French francs.

A team soon formed around the company: Doctor Georges Dussert, and a Teacher of Shiatsu, Aline Despesse. Their contribution would strengthen the brand's comprehensive approach to beauty and extend its expertise.

However, the truly decisive encounter took place in 1978, when Caroline Colliard joined the adventure. This long collaboration gave birth to a complete range of products, the Essential Oils, free of colouring agents and preservatives, and 100% natural. An exceptional Aromatherapist and Physiotherapists, Caroline Colliard was the founder of the first Aromatherapy and Beauty Centre in Paris and worked with Marguerite Maury, a renowned Aromatherapist from across the Atlantic.

THE CREATION OF A UNIQUE CONCEPT

Through her many journeys to Egypt, Caroline Colliard refined her knowledge of embalming techniques and devoted her life to understanding the effects of Essential Oils on cell preservation.

This led to the concept of the DECLÉOR AROMA DUO. The principle of the duo is to split a beauty routine into two complementary steps. An AROMESSENCE™ is applied to treat, purify and balance the skin thanks to the curative properties of the Essential Oils, then goes on to enhance the effects of the phytotherapy products applied afterwards.

As the brand completed its first decade and entered into its second, a major change took place: in 1983 the name CLÉOR became DECLÉOR – a decision made for legal reasons.

Drawing on its success, DECLÉOR expanded into the international market (Great Britain, Norway, and Sweden) and built-up a presence in over 40 countries, accelerating its development in the different continents of the world.

A NEW OWNER FOR THE BRAND

Despite the brand's dynamic performance, it was not immune to periods of turbulence. In 1989 it was bought out by Hervé Lesieur, who came from a family of manufacturers who specialised in plant oils. He took over the Presidency of the Company. This visionary, pragmatic, rigorous businessman with a flair for management and marketing recognised the originality and strategic importance of the AROMESSENCE products. He decided to make them "star products": natural, true, authentic products that would be the driving force behind the shaping of a true brand identity.

The results were impressive. From 1989 to 2000, the company saw two-figure growth.

In 2000, DECLÉOR, headed by Hervé Lesieur, joined the SHISEIDO group – an uncontested leader in the world of cosmetics in its original territory, Asia. This meant that DECLÉOR could benefit from the group's experience and further expand its research and development. It also meant that the brand could envisage conquering new markets, targeting certain geographical areas to pursue its growth.

Today, DECLÉOR is positioned at the heart of core expectations and trends. The strong and consistent brand identity is based on key values: SCIENCE-PERFORMANCE, NATURALNESS-PURITY, FEMININITY, SENSORIALITY, PLEASURE.

As for the legitimacy of the brand, this is founded on its know-how and remarkable knowledge of Nature and its benefits – the result of over 30 years of expertise in the field of Essential Oils and Aromatherapy. DECLÉOR has developed and shaped a new area of beauty: the very best of science and Nature applied to Essential Oils.

DECLÉOR in figures

• A presence in 70 Countries
• 9000 Points of Sale
• 1 Research Laboratory
• 1 Production Plant

*NOTE: DECLEOR is not available in New Zealand through Spa Universe or true° solutions international