Yves Rocher is embarking on a new strategic phase with the aim of making hair care one of the pillars of its growth.
For 65 years, Yves Rocher has been the creator of "plant-based cosmetics", developing natural, planet-friendly cosmetic products with a bio-inspired approach, observing living organisms to identify the most promising plant-based active ingredients for skin care.
Relying on an integrated model, from plant to skin, anchored in Brittany, the company mobilizes its expertise in facial care to develop targeted hair solutions that meet the specific needs of the scalp and hair.
Dermo-botanical expertise for beautiful hair
Yves Rocher is part of the skinification trend. According to the company, scalp care is now the first essential step in any hair routine, at the crossroads of expectations in terms of naturalness, sensoriality and performance.
Drawing on its dermo-botanical expertise, the brand launches its Sérum Équilibre Cuir. With one conviction: "the beauty of hair begins at the root".
The fruit of nine years' research and two patents, this new product is based on a formula highly concentrated in active ingredients of natural origin (96 %), combining an extract of eight organic plants grown in La Gacilly with a patented complex of plant saccharides. Designed as the first step in any hair ritual, this universal serum targets the scalp's three essential needs: soothing, moisturizing and protecting.
Reinventing the hair care shopping experience
The hair care offer now represents 9 % of Yves Rocher's total sales. To support its growth, the brand is deploying a 360° strategy. This includes a stronger physical presence, with immersive promotion of the offer in its 660 stores, and the launch of in-store hair diagnostics in 2026.
Customers are also offered an enriched digital experience via the brand's marketplace, which boasts 50 million visits a year. Yves Rocher's marketplace now includes partner brands with expertise in hair accessories and dietary supplements (DLAB, Epycure, Bachca, etc.), with a holistic approach to beauty.
"As France's No.1 beauty brand, Yves Rocher has an essential role to play in the transformation of hair care. This market is evolving rapidly, driven by growing expectations for naturalness, performance and attention to the scalp. Our dermo-botanical expertise, the fruit of 65 years' knowledge of plants and the skin, enables us to respond with relevance. By combining science and nature, we are developing a new generation of effective, sensorial and accessible skincare products. Our ambition is clear: to make hair care a strategic lever and position Yves Rocher as the benchmark for scalp care.says Céline Damour, Yves Rocher Brand Director.
With 38 existing capillary products, the brand plans to launch seven new products in 2025 and reformulate its expert ranges from 2026 onwards, to undertake an ambitious transformation of its capillary offering with one objective in mind: "combining performance, naturalness and accessibility.
