Bloomup

What Bloomup does

Bloomup is a privately held French beauty company headquartered in Cassis, France, founded in 2010 with 11-50 employees. It operates as the parent company for two complementary consumer brands: Energie Fruit, focused on natural hair care and body care (sulfate-free shampoos, curl-definition gels, masks, deodorants, and bronzing products), and Energiqa, a K-beauty-inspired skincare sub-brand offering roll-on serums, multi-correcting creams, and cleansers. Products are manufactured in France with formulations of 98-99% natural origin ingredients, validated through dermatological and laboratory testing, and certified B Corp since 2023.

The core technology and product concept is the formulation of minimalist, high-concentration natural cosmetics without superfluous ingredients, paired with consumer-engagement tooling such as the Curl Diagnostic routine-builder and routine bundles that drive multi-product adoption. The business model is direct-to-consumer e-commerce via the energie-fruit.com storefront as the primary channel, supplemented by Amazon marketplace (global scope) and a France-based physical retail presence through a store locator network. Pricing is positioned in the accessible-mid segment with units from EUR 6.50 to EUR 38.90, volume bundles, free shipping over EUR 45, and a 10% first-order discount via newsletter signup. Acquisition is largely product-led, supported by influencer/UGC partnerships, content marketing via the beauty advice blog, and active social channels (Instagram, TikTok, YouTube, Facebook).

Customer concentration is diffuse: the base comprises individual consumers in the Beauty and Personal Care segment, with 500+ verified reviewers on the platform. Recent strategic activity includes product line extensions across hair (Air Lift volume line), face (cleanser, multi-correcting cream), body (24H care deodorants, bronzing mousse), an award for the Sérum Roll-On Clear at Prix de la Beauté Femme Actuelle 2026, and a March 2025 partnership with Ultra Sports Science and HOKA UTMB Mont-Blanc launching the Women's Health Programme at NEXT Conference 25 in London focused on female athlete health research.

Name

Bloomup

Legal name

Bloomup

Website

https://bloomup.fr

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Bloomup is a French beauty company operating two consumer brands — Energie Fruit (natural hair and body care) and Energiqa (K-beauty-inspired skincare) — selling direct-to-consumer via e-commerce, Amazon, and physical retail across France.

Ownership category

akta.pro rank

Product category

Natural beauty and personal care (cosmetics)

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC)

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB), K-Beauty/J-Beauty & Global Skincare Regimens (CRABAAAI), Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

Keywords

• Natural hair care
• Natural skincare
• Personal care products
• Beauty e-commerce
• Cosmetic manufacturing

Headquarters

HQ city

Cassis

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct-to-Consumer E-commerce: Direct sales through owned e-commerce platform energie-fruit.com with product catalog spanning hair care, face care, and body care categories
2. Marketplace Sales: Sales through Amazon marketplace, expanding reach beyond direct e-commerce
3. Retail/Distribution: Physical retail presence through their store locator network

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Bloomup is the parent company for two consumer beauty brands manufactured in France: Energie Fruit (natural hair care including sulfate-free shampoos, conditioners, masks, curl definition and styling gels under the Coco Curl line, and the new Air Lift volume line) and Energiqa (K-beauty inspired facial skincare including roll-on serums, a 2-in-1 cleanser, and multi-correcting creams). The product range also extends to body care (24h care deodorants in cream format, tinted bronzing mousse, body balms) and to routine bundles, all formulated with 98–99% natural-origin ingredients and sold through the company's own e-commerce, Amazon, and a French retail store network.

Product overview

Bloomup operates as a parent company for two complementary beauty brands: Energie Fruit (hair care) and Energiqa (skincare). Energie Fruit is a natural hair care brand offering sulfate-free shampoos, conditioners, masks, styling gels (including Coco Curl curl definition line and Air Lift volume line), and body care products (deodorants, bronzing mousse). Energiqa is a K-beauty inspired skincare sub-brand featuring face cleansers, roll-on serums (hydrating, clarifying), and multi-correcting creams. The company manufactures in France with formulas containing up to 98-99% natural origin ingredients, targeting accessibility and efficacy without compromise.

Differentiator

Problem solved

Functional benefit

Brands

• Energie Fruit: Natural hair care and body care brand offering curl definition products, sulfate-free shampoos, deodorants, and body treatments. Manufactured in France with natural ingredients, including the Coco Curl and Airlift Force & Volume product lines.
• Energiqa

Products and services

• Coco Curl Gelee Definition Boucles (Coco Curl curl definition gel) Sulfate- and silicone-free curl definition gel formulated with coconut oil that defines wavy to curly hair and provides long-lasting hold without the crunchy feel typical of traditional gels. Targets women with wavy, curly, or kinky hair seeking natural-ingredient curl care.
• Gelee Fixante Cheveux Plaques (silicone-free styling gel for sleek looks) Silicone-free styling gel that provides strong hold for sleek, straightened hair while maintaining hair health, part of the Energie Fruit styling range.
• Deodorant Soin 24h Monoi (24h care deodorant cream, Monoi scent) Natural-origin deodorant cream in Monoi scent featuring a dome applicator, 24-hour odor protection, a zinc and diatomaceous earth formula, and 98% natural-origin ingredients with no aluminum salts or alcohol; suitable for all skin types.
• Deodorant Soin 24h Fleurs Blanches (24h care deodorant cream, White Flowers scent, sensitive skin) Deodorant cream specifically formulated for sensitive underarm skin with a white-flowers scent, featuring a gentle dome applicator, 24-hour efficacy, and 98% natural-origin ingredients.
• Serum Visage Roll On Hydra (hydrating roll-on face serum with hyaluronic acid) Hydrating face serum in a roll-on format with hyaluronic acid, the first roll-on face serum format from the Energiqa skincare brand, designed for easy, targeted application.
• Serum Visage Roll On Clear (clarifying roll-on face serum with niacinamide and zinc) Clarifying face serum in roll-on format combining niacinamide and zinc, designed to reduce imperfections, tighten pores, and regulate excess sebum for combination to oily skin. Recognized with the Prix Coup de Coeur du Jury at the Prix de la Beaute Femme Actuelle 2026 (Equilibre box category).
• Creme Visage Multi-Correctrice Hydra (multi-correcting hydrating face cream for dry skin) Multi-correcting hydrating face cream for dry skin from the Energiqa line, formulated with vegetable squalane and polyglutamic acid; delivers 12-hour hydration, a plumping effect, and a fresh glow with a natural blue colorant.
• Nettoyant Visage 2 en 1 (2-in-1 face cleanser and makeup remover) 2-in-1 face cleanser and makeup remover, the first face-care product in the Energiqa line, featuring a double-cleansing formula for daily facial cleansing.
• Routine Coco Curl Complete (complete curl care bundle) Complete curl care bundle from the Coco Curl line combining shampoo, mask, definition gel, and serum into a single routine for defining and nourishing curly hair.
• Mousse Teintee Bronzante (tinted bronzing mousse) Tinted bronzing mousse offering a gradual, natural-looking tan; features a lightweight, non-transfer texture, a water-resistant formula, and buildable coverage with no orange effect, for self-tanning body care.
• Airlift Force & Volume (volume and density serum spray with kerato-protein-peptide complex) Volume and density hair serum spray from the new Air Lift line, formulated with a kerato-protein-peptide complex and targeted at consumers with fine, flat hair lacking volume.

Quantifiable outcome

• Up to 95% of users find their skin soothed after use of care deodorants
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Ultra Sports SciencecoreStrategic or Co-development Partner · 6 March 2025bloomUp (parent company of Energie Fruit) partnered with Ultra Sports Science to launch the Women's Health Programme at the NEXT Conference 25 in London. The initiative transforms international races into a 'living laboratory' for female athlete research on physiological challenges including menstrual health, pregnancy, and hormonal and bone health. The programme includes real-time athlete monitoring and laboratory-based research.
• HOKA UTMB Mont-BlanccoreStrategic or Co-development Partner · 6 March 2025HOKA UTMB Mont-Blanc serves as a key supporter and platform for the Women's Health Programme, transforming major international trail running races into research opportunities for women's endurance health. The partnership enables elite athlete participation including Marion Delespierre and Blandine L'Hirondel.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• DevaCurl: US-based curl-specialist haircare brand with sulfate/silicone-free curl definition systems. Direct overlap with Energie Fruit's Coco Curl line on curl-definition routine, silicone-free positioning and diagnostic/quiz-driven acquisition.
• Patyka: French organic skincare and haircare brand sold through premium organic and selective retail channels. Closely comparable to Energiqa/Energie Fruit on certified-natural positioning and French DTC-led growth.
• Nuxe: French dermo-cosmetic brand offering natural-origin skincare, haircare and body care sold in pharmacies and DTC. Comparable on multi-category natural positioning, French origin and pharmacy/parapharmacy distribution.
• Klorane: Pierre Fabre's French botanical haircare brand offering sulfate-free shampoos, dry shampoos and natural hair treatments. Direct overlap with Energie Fruit on natural haircare positioning and French pharmacy/retail channels.
• Melvita: French organic beauty brand (L'Occitane group) covering skincare, haircare and body care with organic/bio certifications. Directly comparable to Bloomup's multi-category natural positioning and B Corp-adjacent values.
• Caudalie: French natural skincare brand (vinotherapy) with growing haircare and body ranges. Comparable on French natural-beauty positioning, DTC and selective retail distribution, and ingredient-led storytelling.
• René Furterer: Pierre Fabre's premium natural haircare brand focused on plant-based treatments and salon distribution. Comparable to Energie Fruit on natural haircare ethos, premium positioning and French heritage.

Broad incumbents

• L'Oréal: Global beauty incumbent whose Garnier and La Roche-Posay brands compete in the natural and dermo-cosmetic space across hair, face and body — setting category benchmarks Bloomup must differentiate against.
• Pierre Fabre Group: French dermo-cosmetic group owning Klorane, René Furterer, Avène and Ducray — a broad incumbent with deep French pharmacy presence and R&D that competes across all of Bloomup's categories.

Emerging players

• Mielle Organics: US natural haircare brand focused on textured/curly hair with strong influencer and community-led growth. Comparable emerging-player playbook to Bloomup's Curl Diagnostic and influencer-driven model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCGMRsBWBB2hPQ8YH2en-clw
• Facebookfacebook.com/monpetitparadis.bloomup
• Instagraminstagram.com/energiefruit_energiqa
• TikToktiktok.com/@energiefruit_energiqa
• LinkedInlinkedin.com/company/bloomup

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bloomup