MiYé It already operates in e-commerce and through more than 300 retail locations. The brand has been selected by two mutual insurance companies for projects involving reimbursement for dietary supplements, which strengthens its presence in this segment. It offers a product line that combines dermocosmetics and dietary supplements.
Selective rollout in pharmacies
An initial funding round in 2023 enabled large-scale testing and product placement in major French pharmacies. The rollout remains selective, involving pharmacies committed to providing advice and ready to promote MiYé’s expertise. «This partnership is based on a shared commitment: to ensure the effectiveness, naturalness, and careful selection of ingredients that enhance women’s quality of life.», says Éric Ducournau, CEO of Laboratoires Pierre Fabre.
38 % Capital and Objectives for 2027–2028
Following the transaction, Pierre Fabre Invest holds a 38 % stake in MiYé. The brand plans to quadruple its network of partner pharmacies by 2027, and then increase it eightfold by 2028. It also aims to expand its network of more than 2,000 prescribers and healthcare professionals, including gynecologists and midwives. «Now that we have an established network of healthcare providers, it's time to accelerate our expansion into pharmacies, especially since 54 % of our customers say they primarily look for our products in this channel.», says Anna Oualid, co-founder of MiYé.
New team members and product lines by September 2027
The investment will support the hiring of 10 new employees. Three new product lines are planned by September 2027, including the launch of an “In Out” collagen duo designed to address age-related metabolic decline. Focus on the pharmacy.
Founded in 2020 by Caroline Lanson and Anna Oualid, MiYé now offers 17 organic, vegan, and natural products. The formulas are based on adaptogenic plants, probiotics, micronutrition, and ingredients derived from green biotechnology, covering the period from puberty to menopause.
