What Avril does

Avril is a French private-label cosmetics company founded in 2012 and headquartered in Bondues, France, specializing in certified organic personal care and beauty products. Its product portfolio spans certified bio makeup (foundations in 11+ shades, mascaras, eye pencils in 19 shades, 50+ eyeshadow shades, lipsticks in 17 shades, lip oils in 10 shades, 39 nail polish shades, and modular rechargeable palettes), skincare (face creams, serums, masks, cleansers, sun care), body and shower care, haircare (liquid and solid formats), men's grooming, and baby/family care, supported by an accessories line. Core technology centers on Ecocert- and Bureau Veritas-certified formulations compliant with the COSMOS Organic standard (minimum 95% natural ingredients, 95% organic plant-based ingredients, and 10% overall organic content), including proprietary actives such as Bakuchiol in the PRO AGE+ anti-aging line, with 85% of manufacturing localized in France and 15% in Italy.

The company operates a dual distribution model combining direct-to-consumer e-commerce at avril-beaute.fr with a network of company-owned and franchised physical boutiques across French cities, plus a B2B Avril Pro reseller portal for wholesale customers. Product pricing is positioned at accessible levels averaging 7 euros per unit (range 4-17 euros), supported by an explicit no-celebrity, no-samples, minimal-advertising cost model. Customer segments are horizontal across mainstream consumers, families with infants, men, and mature-skin users. Revenue is generated through one-time product unit sales online and in-store plus franchise fees and wholesale supply; the brand also allocates 1% of sales to environmental causes via the 1% for the Planet program, donating 384,000 euros in 2025. Avril is privately held with no disclosed external venture or private equity investment and operates with 101-250 employees.

Name

Avril

Legal name

Avril

Website

https://avril-beaute.fr

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Avril is a French private cosmetics company (founded 2012, Bondues) that develops, manufactures, and sells certified organic beauty products — including makeup, skincare, haircare, baby care, and men's grooming — to mass-market French consumers via e-commerce, owned retail boutiques, and a franchise network, priced around 7 euros per unit.

Ownership category

akta.pro rank

Headquarters

HQ city

Bondues

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. B2C Product Sales: Direct-to-consumer sales of certified bio cosmetics through e-commerce website and physical retail boutiques. Products include makeup, skincare, haircare, body care, and baby care. Revenue generated through one-time product purchases at accessible price points averaging 7 euros.
2. Franchise Revenue: The company operates a franchise model for opening physical Avril boutiques, generating revenue through franchise fees and wholesale product sales to franchisees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Avril is a French certified organic/bio cosmetics brand that develops, formulates, and sells makeup, skincare, body care, hair care, men's grooming, and baby care products. The company offers an extensive assortment of eco-designed beauty products with rechargeable packaging, sold through its own e-commerce site, franchised boutiques across France, and a B2B reseller portal (Avril Pro).

Product overview

Avril is an organic cosmetics brand offering a comprehensive range of certified bio beauty and personal care products. The product portfolio centers on two core categories: certified bio makeup (including foundations, mascaras, eye products, lip colors, nail polishes, and reusable modular palettes) and certified bio skincare (encompassing face care, body care, hair care, men's grooming, and baby/family care). The company emphasizes eco-design with rechargeable and refillable formats, products made primarily in France (85%), and accessible pricing with an average price of 7€. Key product lines include the PRO AGE+ anti-aging range featuring Bakuchiol, reusable makeup palettes with 40+ color options, and diverse hair care solutions for all hair types. The brand also offers accessories and gift sets, creating a complete beauty ecosystem focused on natural ingredients, environmental responsibility, and affordability.

Differentiator

Problem solved

Functional benefit

Products and services

• Foundation and BB Cream Range
• Mascaras
• Eye Makeup Collection
• Lip Products
• Face Makeup (Teint) Range
• Nail Products
• Reusable Makeup Palettes (Eco-Designed)
• Face Care (Soin Visage)
• Body and Shower Care
• Hair Care
• Men's Grooming
• Baby and Family Care
• Beauty Accessories
• Gift Sets and Gift Cards

Quantifiable outcome

• Products certified by Ecocert meeting COSMOS bio standard requirements
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• EcocertcoreOthersIndependent organic certification body that audits Avril products annually against the COSMOS demanding bio cosmetics standard, verifying minimum 95% natural ingredients and organic sourcing requirements.
• Bureau VeritascoreOthersIndependent certification organization that verifies Avril's bio cosmetic formulations meet quality and organic standards, providing consumer confidence in product claims.
• 1% for the PlanetcoreStrategic or Co-development PartnerEnvironmental giving program to which Avril donates 1% of annual sales, funding associations including Le Fonds pour l'arbre, Terre de liens, and Le Collectif les pieds dans le plat. In 2025, 384,000 euros was contributed.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Yves Rocher: French accessible botanical cosmetics brand with multi-channel distribution (retail, e-commerce, franchise). Directly comparable to Avril on geographic origin, mass-market organic positioning, and affordable price architecture.
• Caudalie: French natural beauty brand built on vine-based ingredients. Comparable on French origin, natural ingredient positioning, and DTC-plus-retail distribution, though Caudalie skews more premium.
• Sanoflore: French certified organic cosmetics brand (also under L'Occitane). Directly comparable on Ecocert-certified bio positioning, French manufacturing heritage, and natural ingredient philosophy.
• Lavera: German natural cosmetics brand with certified organic formulations and affordable price points. Comparable to Avril on accessible organic positioning and broad skincare/makeup assortment.
• Cattier Paris: Independent French organic cosmetics brand with certified bio formulations. Closely comparable on price tier, certification approach, and French mass-market distribution.
• Melvita: French organic beauty brand owned by L'Occitane group. Directly comparable on certified organic positioning, French origin, and DTC plus retail distribution.
• Weleda: Swiss/German natural cosmetics and anthroposophic medicine brand. Comparable to Avril on certified natural ingredients, broad personal care portfolio, and European mass-market presence.
• Dr. Hauschka: German natural cosmetics brand with certified natural formulations and broad skincare portfolio. Comparable to Avril on natural ingredient certification and accessible-but-quality positioning.

Broad incumbents

• The Body Shop: Global ethical beauty brand with strong natural/vegetable ingredient positioning. Comparable to Avril on values-led branding and broad personal care portfolio, though operating at much larger global scale.
• L'Occitane en Provence: Global natural ingredient beauty group headquartered in France. Overlaps Avril on botanical and eco-design positioning but operates at significantly larger scale with international retail footprint and brand portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/avril.cosmetique
• LinkedInlinkedin.com/company/avrilcosmetique
• Instagraminstagram.com/avrilcosmetiques
• Pinterestpinterest.fr/avrilbeaute
• TikToktiktok.com/@avrilcosmetiquebio

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Avril