Under the impetus of Muriel Hibon, Effervescence Lab stands out for its creative and scientific approach to the creation of skincare, hygiene, make-up and technical products. 

Creating something new for each brand

Each project is treated individually. Effervescence Lab's aim is to be bold enough to create emotions and, in the company's words, "achieve perfection", from conception to product launch. 

For controlled success, the laboratory relies on its expertise in formulation and sensoriality, which has led to exclusive know-how in ultra-sensorial skincare textures.

Three collections unveiled

Tomorrow's challenge? A purist formula, using natural, renewable and biodegradable raw materials. A texture whose sensoriality contributes to an immersive experience, for which efficacy is based on a complex of vectorized active ingredients, guaranteeing safety of use and transparency for the consumer.

This year, Effervescence Lab unveils three collections: skincare textures, suncare products, cleansers and hybrid make-up organized around emerging sensory and conceptual trends.

Sublime uses ultra-sensorial formulas that appeal to positive emotions to reveal inner confidence and bring out radiant beauty. 

Hybride combines skincare and make-up for a sensorial product experience, "where the art of complexion is combined with the effectiveness of targeted care.

Finally, Essentia is a refined collection that draws its inspiration from elegant sobriety and embodies a return to the basics, where every substance has a meaning, every gesture an intention.

Hybrid, committed and rooted in reality, L'Armoire à beauté aims to reconnect "clean and desirable" brands with consumers, as close as possible to their daily lives, with over 200 corners set up throughout France in partner outlets (pharmacies and beauty salons) featuring products that combine effectiveness, sensoriality and ethics. Cut by Fred, Maison Matine, Madara, Nubiance, P.LAB: these brands invite themselves in for a few months... without passing through Paris. No algorithms here, just advice and in-store workshops. 

A springboard to impact for brands

Having been the springboard to success for Les Secrets de Loly, now referenced in major networks, L'Armoire à Beauté is preparing to launch Gaëlle Garcia Diaz's Martine Skin brand exclusively in pharmacies and beauty salons from September 2025.

A winning strategy for DNVB, who want to anchor their offline development in local circuits, as close as possible to consumers. Further proof that local is also a lever for growth.

A new site, a new beauty reflex

In addition to offering embodied, educational and desirable content on social networks, a new site now enables selected products to be purchased online, while remaining true to the brand's local spirit.

At the point of payment, customers choose a partner pharmacy or institute near them, which will receive a percentage of the order.

It's an initiative that supports local businesses, boosts their visibility, and creates a real win-win ecosystem, according to L'Armoire à beauté.

A committed founder

Aurore Humez-Leray wants beauty that is no longer dictated and made up of injunctions, and that represents a moment of pleasure in women's busy daily lives. Her team is 99 % feminine, expert, passionate, and present in the field every day.

With the redesign of its website, L'Armoire à Beauté unveils a powerful manifesto:

• For beauty that's more alive and more sensorial
• For advice from professionals, not chatbots
• For informed, guilt-free beauty shopping
• To restore links and experience in a world where everything seems automated!

"A cream that changes your mood, a lipstick you won't forget, advice gleaned from your favorite beautician: L'Armoire à Beauté puts real life back at the center of the beauty experience".the company says.