Honey Secrets
Secrets de Miel (brand: Honey Secrets) is a founder-owned French company that formulates and sells apitherapy-based cosmetics, dietary supplements, and pure hive products in France, Belgium, and Switzerland via e-commerce and a direct-sales (VDI) consultant network.
- Company typePrivate
- Founded2015
- HeadquartersParis, France
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Honey Secrets does
Secrets de Miel (commercial brand: Honey Secrets) is a French direct-selling cosmetics and wellness company founded by Elise Hernaez and headquartered in Paris, with a Swiss subsidiary (Secrets de Miel Sarl) in Nyon. The company formulates and distributes a broad portfolio of apitherapy-based products — face, body, hair and men's skincare, anti-aging ranges, sun care, dietary supplements (royal jelly, propolis, pollen), pure French single-origin honeys, zero-waste solid cosmetics, organic infusions, and gift cards — developed in partnership with independent French laboratories and contract-manufactured by French artisans. Its underlying differentiator is the combination of a five-generation beekeeping heritage, cold-harvested and non-pasteurized honey processing, and eco-responsible packaging (sugar-cane tubes, compostable sachets, recyclable glass).
The company operates a hybrid go-to-market: a direct-to-consumer e-commerce website (EUR and CHF, serving France, Belgium, and Switzerland, with free shipping over €150 and a 14-day return policy) complemented by a VDI (Vente à Domicile) network of independent consultants branded Api'Conseiller.èr.es who sell through home-based "Api'Time" parties and personal networks, earning commissions with team-building incentives and recruited/trained via starter kits, mentorship, and the annual Api'Forum event. Pricing is unit-based across €8–€100+ SKUs with periodic promotions (e.g., Api'Days 15% off wellness). Secrets de Miel is founder-owned, FVD-adherent, and certified as an Entreprise à Mission; there is no disclosed external funding, no institutional investors, and no evidence of M&A activity. Revenue, headcount within the disclosed 11–50 band, and detailed financials are not publicly reported.
Honey Secrets firmographics
Firmographics- Name
- Honey Secrets
- Legal name
- Melishop
- Website
- https://secretsdemiel.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Secrets de Miel (brand: Honey Secrets) is a founder-owned French company that formulates and sells apitherapy-based cosmetics, dietary supplements, and pure hive products in France, Belgium, and Switzerland via e-commerce and a direct-sales (VDI) consultant network.
- Ownership category
- akta.pro rank
Honey Secrets industry classification
Industry- Product category
- Natural Cosmetics & Apitherapy Wellness
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Food And Kindred Products (2000)
- akta.pro primary industry
- Natural & Clean Fragrance (CRABADAG)
- akta.pro secondary industries
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Honey Packaging, Bottling & Private Labeling (AFAEAHAL)
Keywords
Where Honey Secrets is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
Honey Secrets business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Product Sales - E-commerce: Direct-to-consumer sales through the company website, offering cosmetics, dietary supplements, and hive products with prices ranging from approximately €8 to €100+. Revenue generated from individual transactions with free shipping over €150.
- VDI Network Sales (Commission-based): Independent Api'Conseillers sell products through home-based sales parties and personal networks, earning commissions on sales. Consultants purchase products at discounted rates for personal use and resale, with additional commissions and incentives for team building and achieving sales targets.
- Gift Cards: Digital gift cards and physical gift envelopes available in denominations from €10 to €100, valid for 1 year across the entire product catalog.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Gift Cards - Denominations from €10 to €100 |
| Unit Pricing | Pay-as-you-go | Wellness Products (Api'Days Sale) |
| Unit Pricing | Pay-as-you-go | Cosmetics and Beauty Products |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
Honey Secrets product offering
Product offeringCore offering
Honey Secrets (Secrets de Miel) formulates, manufactures, and sells natural cosmetics, dietary supplements, and pure hive products (honey, royal jelly, pollen, propolis, beeswax) based on apitherapy. Offerings span face, body, hair, men's grooming, sun care, anti-aging, wellness (energy, immunity, sleep, slimming), and solid/zero-waste cosmetics, distributed through the company's own e-commerce site and a VDI (Vente à Domicile) network of independent Api'Conseillères hosting home sales parties.
Product overview
Secrets de Miel is a natural cosmetics and apitherapy brand offering a comprehensive portfolio of three interconnected product divisions: (1) Honey-based cosmetics for face, body, hair, and men including Crèmes Visage, Huiles et Sérums, Masques et Exfoliants, Contour des Yeux, Soins Corps, Soins Capillaires, Protection Solaire, and specialized lines like the anti-aging Gamme Lift Intense and Gamme Éco-Responsable Canne à Sucre; (2) Dietary supplements and bee products including Gelée Royale et Compléments Forme, Propolis et Défenses Naturelles, Bien-être Corps et Minceur, Zen et Sommeil, plus pure bee products (Miels de France, Pollen, Gelée Royale, Propolis); and (3) Lifestyle products including Cosmétique Solide Zéro Déchet, Infusions et Thés Bio, Api'Kids family care, and gift cards. Products are sold through an e-commerce platform and a direct sales (VDI) network of independent Api'Conseiller.ère consultants. The brand emphasizes apitherapy benefits, 100% French manufacturing, eco-responsible packaging in sugar cane and glass, and bee preservation commitments.
Differentiator
Problem solved
Functional benefit
Products and services
- Face Creams (Crèmes Visage) Day, night and targeted face creams formulated with honey, royal jelly and other bee-derived actives for hydration, anti-ageing and skin radiance, sold to natural-beauty consumers via e-commerce and through Api'Conseillères.
- Facial Oils and Serums (Huiles et Sérums Visage) Facial oils and serums (including Hydra'Calm with encapsulated oils and Lift Intense with royal jelly) for skin nourishment and glow, sold to natural-beauty consumers.
- Toners, Cleansers and Makeup Removers (Toniques, Nettoyants et Démaquillants) Toners, micellar water, cleansing gels and milks for daily facial cleansing and makeup removal, formulated with honey and gentle botanical ingredients.
- Facial Masks and Exfoliators (Masques et Exfoliants) Facial masks and exfoliators - including the limited-edition Masque Sorbet Rafraîchissant - offering refreshing, illuminating and skin-renewal benefits.
- Eye Care (Contour des Yeux) Eye-area treatments such as Soin Éclat Contour des yeux that brighten and reduce visible signs of fatigue around the eyes.
- Body Care (Soins Corps) Body milks, shower products, hand and foot creams, and body-firming gels formulated with honey and bee-derived ingredients for full-body skincare.
- Hair Care (Soins Capillaires) Shampoos, conditioners, detangling mists and hair serums formulated with honey and bee-derived ingredients for all hair types.
- Men's Grooming (Soins Hommes) Men's shaving cream, eucalyptus honey shaving soap, and tonifying shampoo-shower gel for male skincare and shaving routines.
- Sun Care (Protection Solaire) SPF50 mineral sunscreen cream and after-sun milk for sun protection and post-sun skincare using natural formulations.
- Anti-Ageing Line 'Lift Intense' (Gamme Anti-Âge Lift Intense) Specialised anti-ageing skincare line with royal jelly, including day cream, night cream, intense serum and precious oil for comprehensive age-defying skincare.
- Eco-Responsible 'Sugarcane' Packaging Line (Gamme Éco-Responsable Canne à Sucre) Skincare and body products packaged in plant-based sugar-cane tubes and bottles (some with spruce fibre), providing a sustainable alternative to conventional plastic packaging.
- Solid Cosmetics and Zero-Waste Range (Cosmétique Solide et Zéro Déchet) Solid shampoos, soaps and toothpaste with natural biodegradable formulations and minimal/eco-responsible packaging for zero-waste personal care.
- Api'Kids Baby and Children Care Family and children's care products including Ecoliers anti-lice shampoo, children's supplements and gentle skincare formulated for young and sensitive skin.
- Royal Jelly Vitality Supplements (Gelée Royale et Compléments Forme) Royal-jelly-based dietary supplements including French organic royal jelly, lyophilized royal jelly and vitamin-D-enriched royal jelly for energy and overall vitality.
- Propolis Immune Support (Propolis et Défenses Naturelles) Propolis-based dietary supplements and sprays including liquid extract, capsules, nasal spray, throat spray and eucalyptus propolis gummies to support natural immune defenses.
- Body Wellness and Slimming Supplements (Bien-être Corps et Minceur) Detox programmes, slimming cocktails, circulation complex and body-contouring programmes formulated with bee-derived actives for body wellness and weight management.
- Sleep and Relaxation Supplements (Zen et Sommeil) Relaxation and sleep support including Bee Calm, Douce Nuit natural sleep gummies, and Dormi'Zen anti-snoring spray.
- French Single-Origin Honeys (Miels de France) Single-origin French honeys (acacia, orange blossom, lavender, thyme, eucalyptus, chestnut, spring blossom, rosemary, linden, lemon blossom, etc.), cold-harvested and unprocessed, sold as culinary honeys.
- Pure Bee Products (Pollen, Royal Jelly and Propolis purs) Pure French-apiary bee products including grain pollen, liquid propolis extract, organic royal jelly and lyophilized royal jelly for direct consumption and apitherapy use.
- Organic Herbal Infusions and Teas (Infusions et Thés Bio) Organic herbal teas and infusions (Api'Digest, Api'Zen, Api'Détox, Cocooning, Jambes Légères, feminine-health blends and more) blended by a French herbalist using organic plants in compostable and recyclable packaging.
- Gift Cards (Bons Cadeaux) Digital and physical gift cards in denominations of €10, €20, €30, €40, €60, €70, €80, €90 and €100, valid for one year and redeemable across the entire Honey Secrets product catalogue.
- Api'Conseillère Direct-Sales Consultant Programme (Programme VDI) Direct-sales (VDI/Vente à Domicile) programme for independent Api'Conseillères who sell Honey Secrets products through home-based 'Api'Time' parties and personal networks, with starter kits, training, discounted personal-use purchases, commission-based earnings and team-building overrides.
Companies that use Honey Secrets
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Honey Secrets technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Honey Secrets partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Fédération de la Vente Directe (FVD)coreSecrets de Miel is an adherent member of the FVD, committed to applying the Code of Ethics and Code of Conduct for Direct Sales established by the FVD. This membership provides credibility and regulatory compliance for the VDI business model.
- French Independent LaboratoriescoreProducts are developed in partnership with independent French laboratories, with formulas created by pharmacists in R&D services. These partnerships enable innovative formulations combining bee products with botanical ingredients.
- French Artisans and ManufacturerscoreAll products are manufactured by French artisans and manufacturers on French territory, supporting local economy and artisanal production. The company also prints catalogs and commercial materials in France.
- French Herbalist PartnerminorPartnership with a French herborist who assembles the best plants from organic agriculture to create tea and infusion blends with synergistic wellness benefits.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Honey Secrets competitors and assessment
Company assessmentBroad incumbents
- Caudalie: French natural cosmetics brand leveraging vineyard-derived ingredients (polyphenols, resveratrol) in skincare and supplements. Comparable in French heritage, natural-ingredient positioning, e-commerce plus spa/retail distribution, and supplement-plus-cosmetics portfolio.
- Weleda: Swiss natural and anthroposophic cosmetics and wellness brand with a long heritage, offering skincare, body care, and dietary supplements using natural raw materials. Comparable in apothecary-style natural positioning, European D2C, and supplement-plus-cosmetics portfolio breadth.
- L'Occitane en Provence: Global French natural-beauty incumbent using Provençal ingredients (shea, immortelle, honey) across skincare, body care, and fragrances. Overlaps with Secrets de Miel in natural-ingredient cosmetics and French manufacturing, but operates at global scale across retail, D2C, and selective distribution.
- Avon Products: Global beauty direct-selling incumbent with a long-standing VDI/consultant model. Comparable to Secrets de Miel in the Vente à Domicile channel structure and consultant-driven sales, though Avon operates a far broader mass-market cosmetics portfolio.
- Yves Rocher: Iconic French botanical-beauty brand with a long history of plant-based skincare and a strong direct-sales tradition in France. Comparable to Secrets de Miel in French natural-cosmetics positioning and direct-selling heritage, though at much larger scale and broader international footprint.
Direct peers
- Melvita: French pioneer of natural and organic cosmetics founded in 1983, offering honey-, plant-, and essential-oil-based skincare, body care, and supplements. Closely comparable to Secrets de Miel in apitherapy-inspired natural beauty positioning, French heritage, and multi-channel D2C plus retail distribution.
- Ballot-Flurin: French apitherapy specialist producing organic honey, propolis, royal jelly, and beeswax-based cosmetics and wellness products. Highly comparable to Secrets de Miel in apitherapy-first product DNA, French artisanal production, and D2C e-commerce model.
- Apivita: Greek natural cosmetics brand built entirely on bee-derived ingredients (honey, propolis, royal jelly) combined with Greek botanicals. Comparable to Secrets de Miel in apitherapy-led formulation, eco-credentials, and European direct-to-consumer retail model.
- Apimab: French apitherapy brand offering propolis-based cosmetics and dietary supplements. Direct competitor in the niche of bee-derived beauty and wellness products sold through French pharmacy and D2C channels.
- Cattier Paris: French natural and organic cosmetics brand with a focus on certified-organic skincare, body care, and hygiene products. Comparable in positioning, French manufacturing, and reliance on natural active ingredients, including honey and beeswax.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Honey Secrets social profiles
Digital presenceHoney Secrets financial estimates
Financial estimateRevenue estimate
Valuation estimate
Honey Secrets leadership team
Management profileNumber of profiles
Profiles1 record
Honey Secrets funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Honey Secrets M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Honey Secrets
What does Honey Secrets do?
Honey Secrets (Secrets de Miel) formulates, manufactures, and sells natural cosmetics, dietary supplements, and pure hive products (honey, royal jelly, pollen, propolis, beeswax) based on apitherapy. Offerings span face, body, hair, men's grooming, sun care, anti-aging, wellness (energy, immunity, sleep, slimming), and solid/zero-waste cosmetics, distributed through the company's own e-commerce site and a VDI (Vente à Domicile) network of independent Api'Conseillères hosting home sales parties.
Is Honey Secrets a public or private company?
Honey Secrets is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Honey Secrets founded?
Honey Secrets was founded in 2015. It employs 11 to 50 people.
Where is Honey Secrets based?
Honey Secrets is headquartered in Paris, France, in the Europe region.
How does Honey Secrets make money?
Three revenue lines are on record. Product Sales - E-commerce is the primary driver. The others are VDI Network Sales (Commission-based) and gift Cards.
Who are Honey Secrets's main competitors?
Broad incumbents on record are Caudalie, Weleda, L'Occitane en Provence, Avon Products and Yves Rocher. Direct peers are Melvita, Ballot-Flurin, Apivita, Apimab and Cattier Paris.
Does Honey Secrets have an API?
No public API is recorded for Honey Secrets.
What industry is Honey Secrets in?
Honey Secrets's product category is Natural Cosmetics & Apitherapy Wellness. Its primary akta.pro industry code is CRABADAG, Natural & Clean Fragrance, with a secondary code of CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 456120 and its SIC code is 2844.