What Briochin does

Briochin & Co, operating under the trade names Le Briochin and Briochin, is a French manufacturer and direct-to-consumer marketer of traditional cleaning, laundry, leather-care, body-care, and fireplace products founded in 1919 by Raoul Renaud in Saint-Brieuc and now headquartered in Saint-Malo. The company builds its products around classical French 'artisan droguiste' recipes — notably black soap (savon noir) based on linseed oil — combined with natural-origin ingredients certified by Ecocert and Cosmos Organic, and manufactures the full range in France under the 'Fabrication française' label. The portfolio is structured across multiple sub-brands targeting distinct use cases: Maison Briochin (premium cleaning for precious materials), Jacques Briochin (daily household care), Briochin depuis 1919 (organic body care), Harris (firelighters and chimney care), La Chatelaine (waxes and polishes), Marcel's Green Soap (natural hand wash), K végétal (plant-based insecticides), Croc Odor (odor control), and Iba (interior fragrances), plus Notre Box subscription/one-time kit boxes of concentrated, pre-measured doses.

Briochin's business model is almost entirely direct-to-consumer via its own e-commerce storefront (lebriochin.com), supported by a French customer service line (0806 606 106) and a marketing ecosystem spanning YouTube tutorials, social media (Facebook, Instagram, X, LinkedIn, Pinterest), email/newsletter, and an integrated advice/blog section on the website. Pricing is unit-based across SKUs typically priced €3-€15 for most cleaning, laundry, and body care items (with premium leather polishes reaching €130 for 50ml), supplemented by tiered promotional discounts (-10% from €45, -15% from €60, -20% from €80) and free shipping above €59.90. The company markets itself on a 100+ year heritage (claiming 9 out of 10 customers recommend the brand), traditional French manufacturing, and the proprietary Green Impact Index based on AFNOR Spec 2215 for environmental and societal product scoring. Operating geography is domestic (France) and the corporate affiliation appears to be via Groupe Altair (per the careers page).

Name

Briochin

Legal name

Briochin & Co

Website

https://lebriochin.com

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

51–100 employees

Short description

Briochin is a 1919-founded French manufacturer and direct-to-consumer marketer of traditional, eco-certified cleaning, laundry, leather-care, body-care, and fireplace products sold primarily through its lebriochin.com e-commerce store to French consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Saint-malo

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

Revenue model

1. Direct E-commerce Sales: Briochin generates revenue through direct-to-consumer sales via its own e-commerce website. Products include cleaning supplies (black soap, vinegar, baking soda, cleaning products), laundry care (detergents, stain removers), body care (soaps, shampoos, moisturizers), and leather care. The company sells at fixed retail prices with periodic promotional discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Briochin manufactures and sells traditional French natural cleaning, laundry, leather care, body care, and fireplace products through its own direct-to-consumer e-commerce platform (lebriochin.com). The portfolio spans iconic black soap (savon noir), laundry detergents and refills, multi-surface and bathroom cleaners, leather polishes and creams, organic hand and body soaps, and fire-starting products, marketed under multiple sub-brands (Maison Briochin, Jacques Briochin, Briochin depuis 1919, Harris, La Chatelaine, Marcel's Green Soap, K végétal). Products are formulated with natural ingredients, Ecocert and Cosmos Organic certifications, and free from synthetic solvents, preservatives, colorants, and parabens.

Product overview

Le Briochin is a traditional French druggist company founded in 1919 offering a comprehensive portfolio of natural cleaning, maintenance, and body care products. The company operates under multiple sub-brands: Maison Briochin (premium cleaning for precious materials), Jacques Briochin (daily household care), Briochin depuis 1919 (body care with Cosmos Organic certification), and Harris (fire starters and chimney care). Core products include the iconic black soap (savon noir) in various forms, complete laundry care lines (liquid detergents, refills, and laundry sheets), multi-surface cleaners, leather care products, and body care items. The product portfolio spans across housekeeping (kitchen, bathroom, floors, windows), laundry, leather maintenance, body care (soaps, shampoos, moisturizers), and fireplace accessories. Briochin also offers curated kit boxes with pre-measured concentrated doses for convenient household cleaning. All products emphasize natural ingredients, traditional recipes, and French manufacturing.

Differentiator

Problem solved

Functional benefit

Brands

• Jacques Briochin: Effective and natural products for daily use, representing the care of the house.
• Maison Briochin
• Briochin depuis 1919
• Harris
• La Chatelaine
• Marcel's Green Soap
• K végétal
• Croc Odor
• Iba

Products and services

• Savon Noir (Black Soap) Traditional black soap made from linseed oil that cleans, degreases, and shines all surfaces; available in liquid and solid forms. Targeted at households seeking natural, multi-purpose cleaning solutions.
• Lessives (Laundry Detergents) Complete laundry care range including liquid detergents, refills, and laundry sheets for machine and hand washing, with concentrated formulas and stain removers.
• Entretien du Cuir (Leather Care) Leather maintenance products including everyday cleaners, waxes for smooth leather, furniture leather care, shoe polish creams, and waterproofing treatments.
• Soin du Corps (Body Care) Body care products combining benefits of oils, honey, and plants for hydration and softness, including hand soaps, body washes, shower gels, moisturizers, and shampoo bars.
• Nettoyants Universels (Multi-surface Cleaners) Versatile cleaning products for multiple surfaces including all-purpose cleaners, bathroom cleaners, kitchen degreasers, floor cleaners, and window/glass cleaners.
• Notre Box (Kit Boxes) Curated kits containing concentrated products in pre-measured doses for convenient household cleaning, available via subscription or one-time purchase.
• Maison Briochin Premium cleaning products for precious materials, delivering the excellence of French druggist traditions with recipes crafted by passionate artisans.
• Jacques Briochin Daily household care products combining effectiveness with natural ingredients for everyday cleaning needs across kitchen, bathroom, floors, and laundry.
• Briochin depuis 1919 Body care product line featuring natural cosmetics including soaps, hand washes, and moisturizers made with organic ingredients certified by Cosmos Organic.
• Harris French fireplace expert brand offering fire starters, chimney cleaners, and accessories for indoor and outdoor fire lighting.
• La Chatelaine French wax and polish specialist brand known for shoe creams, floor waxes, and soaps made with beeswax expertise.
• Marcel's Green Soap Hand wash gels and refills with natural ingredients and natural fragrances, available in refill formats to reduce plastic consumption.
• K Végétal Plant-based insecticide products offering effective natural solutions against insects without compromising on naturality.

Quantifiable outcome

• 9 out of 10 customers recommend Le Briochin

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

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Starwax: French traditional household-cleaning manufacturer with directly overlapping categories (stain-removal, multi-surface, laundry) and a similar mid-market French consumer target. Closest domestic comp to Briochin along product portfolio, channel mix, and heritage positioning.
• Savonnerie du Midi (La Corvette): Marseille-based manufacturer of traditional Marseille soap and natural cleaning/body-care products. Directly comparable to Briochin's savon noir and natural body care ranges on heritage, French manufacturing, and ingredient story.
• La Droguerie Ecologique: French eco-cleaning brand focused on natural, biodegradable formulas. Head-to-head competitor with Briochin in eco-positioned multi-surface and laundry cleaners for the same French eco-conscious consumer segment.
• Ecover: Belgian pioneer of plant-based and mineral cleaning products. Closest international comp on eco-cleaning positioning with overlapping categories (laundry, dish, multi-surface) and Ecocert-certified formulations aimed at the same natural-credentials buyer.
• Frosch: German eco-cleaning brand emphasizing natural ingredients and recyclable packaging. Competes with Briochin across laundry, dish, and multi-surface categories on a similar natural-credibility story and category coverage.
• Werner & Mertz (Rainett): German owner of the Rainett eco-cleaning brand, with a professional-consumer crossover and certified natural formulations comparable to Briochin's positioning. Direct European competitor for eco-cleaning share.
• Method Products: US-born, EU-distributed eco-friendly household cleaning and personal-care brand. Closest digital-native comp with similar design-led, sustainability-positioned distribution model and category overlap in home + body care.
• Savonnerie Fer à Cheval: Marseille soap maker founded in 1856 with direct overlap with Briochin on traditional artisan soap-making and natural ingredient positioning, plus comparable French-manufactured heritage story.

Broad incumbents

• Henkel: Global CPG conglomerate with a broad laundry and home-care portfolio (Persil, Le Chat, Mir, Vernel). Competes across most of Briochin's categories with materially larger R&D, marketing, and retail distribution scale.
• Unilever: Global CPG giant with cleaning and personal-care brands (Cif, Skip, Dove, Rexona). Overlaps with Briochin in household cleaning, laundry, and body care with substantially greater scale, retail presence, and brand-building budgets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/briochin1919
• YouTubeyoutube.com/channel/UCZTOCw-_D8aZi_k4XJB8_CA
• Facebookfacebook.com/briochin1919
• LinkedInlinkedin.com/company/harris-briochin
• Instagraminstagram.com/briochin1919
• Pinterestpinterest.fr/jacquesbriochin

Revenue estimate

Valuation estimate

Number of profiles

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 Briochin