What Beauty Success Group does

Beauty Success Group, legally Groupe NOVI, is a privately held, family-owned French beauty and wellness group headquartered in Saint-Astier (Périgord) and founded in 1995. The company operates a portfolio of 12 distinct consumer-facing brands spanning aesthetic centers (Esthetic Center, Esthetic Center IDB), slimming and body contouring (Esthetic Center Expert Minceur), depilation (JFG Depil), clinical beauty services (JFG Clinic), perfumery and sensory products (Senteurs Gourmandes), beauty retail (CARRE, ADL, NICOLE, PHYSIOMINS, HTA), and beauty institutes (BS LInstitut). Distribution is delivered primarily through a franchise network of physical retail locations, supplemented by in-house logistics services that support the franchise system and potentially external clients.

The business model centers on brand incubation and franchise royalties: the group creates or acquires beauty and wellness concepts, operationalizes them across a retail footprint (predominantly France with stated international reach), and licenses them to franchise operators, while retaining centralized brand management, logistics, and franchise support. Lead governance is held by the Georges family (Christophe Georges and Philippe Georges are identified on the company site), and the group self-describes as having grown from a small Périgord-based business into a major international actor in the beauty and wellness sector. No external institutional investment, public listing, or PE involvement is disclosed.

Underlying technology is described as "Not disclosed" in the available material; no patents, proprietary platforms, AI/ML capabilities, apps, or APIs were identified. Marketing and customer acquisition run through physical retail, franchisee recruitment channels, corporate web presence, careers pages, and press/media relations. No enterprise B2B clients, enterprise contracts, or named reference accounts are disclosed, and pricing models are not publicly stated. Revenue, franchise unit counts, and consolidated financial statements are not disclosed in the source data.

Name

Beauty Success Group

Legal name

Groupe NOVI

Website

https://beautysuccess-group.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Groupe NOVI (Beauty Success Group) is a privately held French family-owned beauty and wellness group that operates a 12-brand franchise network spanning aesthetic centers, slimming, depilation, perfumery, and beauty institutes, serving mass-market consumers across France and select international markets.

Ownership category

akta.pro rank

Product category

Beauty and Wellness Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Beauty Salons (812112), Health and Personal Care Retailers (4561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Prestige Beauty & Luxury Cosmetics Distribution (CRAOAEAC)

akta.pro secondary industries

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA), Tanning Salon Franchise Operations (HSALAJAI)

Keywords

• Beauty retail
• Wellness services
• Franchise network
• Esthetic treatments
• Cosmetics retail

Headquarters

HQ city

Saint-astier

HQ country

France

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Distribution channels1 record

Marketing channels4 records

Core offering

Beauty Success Group operates a multi-brand franchise network of beauty and wellness retail and service locations across France and internationally. Its portfolio includes brands specializing in esthetic treatments, slimming (PHYSIOMINS), depilation (JFG Depil), perfumery (Senteurs Gourmandes), cosmetics retail, and beauty institutes. The group also provides centralized logistics, training, and operational support to its franchisees.

Product overview

Beauty Success Group (Groupe NOVI) is a beauty and wellness retail group that operates a portfolio of multiple franchise and owned brands. The company functions as a brand incubator and creator, developing various beauty retail concepts, esthetic centers, and wellness services. The portfolio includes 12 distinct brands covering different segments of the beauty market including general beauty retail, clinical services, depilation, slimming treatments, and fragrance products. The group provides franchise opportunities and operates logistics solutions for its network.

Differentiator

Problem solved

Functional benefit

Brands

• Esthetic Center: Beauty and wellness services brand offering aesthetic treatments and weight management services
• Esthetic Center Expert Minceur
• Esthetic Center IDB
• CARRE
• BS LInstitut
• ADL
• PHYSIOMINS
• Senteurs Gourmandes
• NICOLE
• JFG Clinic
• JFG Depil
• HTA

Products and services

• Esthetic Center Esthetic Center is a flagship brand offering esthetic and beauty services to consumers through franchise locations.
• Esthetic Center Expert Minceur Specialized slimming and weight management brand within the Esthetic Center family, targeting consumers seeking body-care and slimming programs.
• Esthetic Center IDB Brand within the Beauty Success Group portfolio offering beauty and wellness services to consumers.
• PHYSIOMINS Slimming and weight management brand offering body-care, nutrition, and wellness programs to consumers through franchise locations.
• JFG Depil Depilation brand offering hair removal services to consumers through franchise locations.
• JFG Clinic Beauty clinic brand offering esthetic and wellness services to consumers.
• Senteurs Gourmandes Perfumery brand offering scented products, fragrances, and related beauty retail merchandise to consumers.
• BS L'Institut Beauty institute brand offering esthetic treatments, beauty services, and related wellness offerings to consumers.
• CARRE Brand within the Beauty Success Group portfolio offering beauty and wellness services to consumers.
• NICOLE Brand within the Beauty Success Group portfolio offering beauty and wellness services to consumers.
• ADL Brand within the Beauty Success Group portfolio offering beauty services or products to consumers.
• HTA Brand within the Beauty Success Group portfolio offering beauty and wellness services to consumers.
• Centralized logistics and distribution services Centralized logistics, supply, and distribution services provided by the group to support its franchisee network across multiple brands.
• Franchise training and operational support Training and operational support services provided to franchisees operating Beauty Success Group brands across beauty and wellness verticals.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Emerging players

• Rituals: Dutch luxury body and home care brand with a rapidly expanding own-store and franchise network across Europe and beyond. Comparable as a European beauty and wellness lifestyle brand with a franchise-supported international growth model.
• KIKO Milano: Italian-origin mass-market cosmetics brand with a fast-growing global retail footprint. Comparable as a multi-brand beauty retailer pursuing aggressive international expansion through owned and franchise stores.

Broad incumbents

• Douglas: Leading European perfume and cosmetics retailer headquartered in Germany with thousands of stores across multiple countries. Comparable as a large multi-brand European beauty retailer with overlapping product categories and franchise/owned-store hybrid model.
• Sally Beauty Holdings: US-listed specialty beauty products retailer with thousands of company-owned and franchise stores selling professional and consumer beauty supplies. Comparable as a franchise-led multi-brand beauty retail platform, though operating primarily in North America.
• Sephora: LVMH-owned global multi-brand beauty retailer with an extensive perfume, cosmetics, and skincare assortment. Directly comparable as the dominant beauty retail benchmark against which Beauty Success competes in France and Europe, though Sephora operates at materially larger scale.

Direct peers

• L'Occitane en Provence: French natural beauty brand with global retail store network and selective franchise/managed-store model. Comparable as a France-based beauty group combining branded retail, services, and an international store footprint.
• Marionnaud: A.S. Watson Group-owned French and European perfume and cosmetics retail chain with hundreds of stores. Directly comparable as a French-headquartered multi-brand beauty retailer operating physical stores with overlapping product assortment and customer base.
• Yves Rocher: French-origin botanical beauty brand with a large owned retail and franchise network, including spa/esthetic service concepts. Comparable as a French beauty group combining branded product retail with in-store beauty services and an international franchise footprint.
• Nocibé: France-based perfume and beauty retail chain owned by Henkel. Directly comparable in geography, customer base, and mid-market beauty retail positioning to the Beauty Success retail concept within Groupe NOVI.
• Body Shop: Global beauty and personal care brand with a heavily franchise-driven international store network. Comparable to the franchise-led distribution model used by Beauty Success Group across its multiple brand concepts.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Beauty Success Group