LE SECRET NATUREL

What LE SECRET NATUREL does

Le Secret Naturel SAS is a French privately-held developer and manufacturer of certified-organic cosmetics and hygiene products, founded in 2002 by André Arnaud and Janine Blanchard and headquartered in Bollène, Vaucluse. The company operates an in-house R&D laboratory, manufacturing workshop, and warehouse in Provence, where it formulates artisanal products using processes such as cold saponification (saponification à froid), freeze-dried donkey milk, and floral waters substituted for filtered water. Its portfolio spans three sub-brands — Oléanat (natural cosmetics, including a haircare focus), Ayurvenat (Ayurvedic formulations with 16+ organic plants and essential oils), and Les Baumes du Hibou (essential-oil massage balms for sleep, muscle, and seasonal comfort) — across facial care, body care, haircare, hygiene (toothpaste, soaps, shower gels), solid perfumes, and gift sets.

The business operates three revenue streams: direct-to-consumer e-commerce through lesecretnaturel.com (with Colissimo home delivery, Mondial Relay pickup, and Click & Collect at Bollène) shipping to France, Italy, Germany, Belgium, and Spain; wholesale distribution to natural-product stores, parapharmacies, pharmacies, and garden centers via B2B marketplaces (Faire, Ankorstore) with free-carriage terms from €290 HT; and a contract-manufacturing ('travail à façon') service added in 2020 for third-party brands. Consumer unit prices range roughly €4–€19 with promotions up to 40% off, and free shipping kicks in at €39 in metropolitan France.

All products are COSMEBIO-certified (founding member since 2002) and audited annually by ECOCERT under the COSMOS standard; the company also holds GOTS certification for organic cotton pouches and RSPO certification for sustainable palm oil. Marketing is community-led, relying on the Makeup Bag/Trustt ambassador program across Instagram, TikTok, Facebook, and YouTube, complemented by email, content marketing, and B2B marketplace listings. The company employs approximately 20 people and is independent, with no disclosed institutional investment or parent company.

Name

LE SECRET NATUREL

Legal name

Le Secret Naturel SAS

Website

https://lesecretnaturel.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Le Secret Naturel is a privately held French manufacturer and seller of certified-organic cosmetics and hygiene products, founded in 2002 and based in Bollène, Provence, serving families and natural-product retailers across five European countries via its own e-commerce store, B2B marketplaces, and a contract-manufacturing service.

Ownership category

akta.pro rank

Product category

Organic Cosmetics

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural, Organic & Clean Beauty Distribution (CRAOAEAM)

akta.pro secondary industry

Natural & Clean Fragrance (CRABADAG)

Keywords

• Organic cosmetics
• Natural skincare products
• Handmade soap manufacturing
• Contract cosmetics manufacturing
• Essential oil balms

Headquarters

HQ city

Bollène

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2C Product Sales (E-commerce): Direct sales of cosmetic and hygiene products to consumers through the company's e-commerce website. Products include face care, body care, hair care, hygiene products, and wellness balms under Oléanat, Ayurvenat, and Les Baumes du Hibou brands.
2. B2B Wholesale Distribution: Wholesale distribution of products to professional retailers including natural product stores, parapharmacies, pharmacies, garden centers, and marketplace platforms. Franco de port available from €290 HT.
3. Contract Manufacturing (OEM): Since 2020, the company offers 'travail à façon' (contract manufacturing) services, manufacturing certain products for other brands according to their specifications.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Le Secret Naturel develops, manufactures, and sells certified organic and natural cosmetic and hygiene products — including facial care, body care, hair care, hygiene items, solid soaps, and essential oil balms — under the Oléanat, Ayurvenat, and Les Baumes du Hibou sub-brands. Production is carried out in its own laboratory and workshop in Bollène, Provence, using artisanal methods such as cold saponification and floral waters. The company also offers wholesale distribution to professional retailers and a contract manufacturing service ('travail à façon') for other brands.

Product overview

Le Secret Naturel is a French bio cosmetics company founded in 2002, specializing in the creation and manufacturing of natural and organic hygiene and cosmetic products. The company operates from its laboratory in Provence, Bollène, producing artisanal products that are largely handmade. The product portfolio consists of three main sub-brands: Oléanat (natural cosmetics with haircare focus), Ayurvenat (Ayurvedic-inspired products with essential oils and plant formulations), and Les Baumes du Hibou (essential oil massage balms for everyday wellness). Products span across facial care (balms, creams, cleansers, lip care), body care (body balms, body milks, bath products), hygiene (toothpaste, solid soaps, shower gels), haircare, solid perfumes, and gift sets. The company also offers a custom manufacturing service (travail à façon) since 2020 for other brands. All products are COSMEBIO certified and developed with natural, organic ingredients.

Differentiator

Problem solved

Functional benefit

Brands

• Oléanat: Natural beauty products featuring ingredients from America and Africa regions, including donkey milk skincare range.
• Ayurvenat
• Les Baumes du Hibou

Products and services

• Oléanat A sub-brand product line of natural cosmetics including haircare for dry, curly, and damaged hair, and body care products. Targeted at consumers seeking certified organic personal care.
• Ayurvenat An Ayurvedic-inspired sub-brand line of skincare and hygiene products based on essential oils and traditional plant-based formulations, including a shower gel with 16 plants and Ayurvedic toothpaste with miswak. Targeted at consumers of natural wellness products.
• Les Baumes du Hibou A sub-brand collection of essential oil massage balms for everyday wellness, including Sommeil paisible (sleep), Vitalité musculaire (muscle vitality), Hiver tranquille (winter comfort), Apaise piqûres (soothing bites), and Jardinier (gardener) balms. Targeted at consumers of aromatherapy and natural wellness solutions.
• Lait d'Ânesse (Donkey Milk Range) A complete skincare routine line using freeze-dried donkey milk from the French Pyrenees. Includes solid soap (6% donkey milk), liquid soap (1%), body balm (10%), body milk (2.5%), bath stone (5%), lip balm (10%), cleansing mousse (1.5%), and facial beauty cream (2.5%). Targeted at consumers with sensitive or reactive skin.
• Beurre de Karité (Shea Butter Range) A product line of regenerating and protective skincare using bio and fair-trade shea butter. Targeted at consumers seeking natural, eco-responsible body and facial moisturizing products.
• Fruits & Fleurs A skincare product line formulated with botanical ingredients derived from fruits and flowers. Targeted at consumers of natural botanical skincare.
• Ayurvédique Range An Ayurvedic product line with energizing formulations combining over 16 biological plants and essential oils. Targeted at consumers seeking energizing Ayurvedic-inspired personal care.
• Coffrets (Gift Sets) Curated gift sets and product bundles combining balms and other products such as the Voyage kit and magical sublimeur sets. Targeted at consumers seeking gift-ready organic cosmetic sets.
• Custom Manufacturing (Travail à façon) Contract manufacturing service offered since 2020 to produce cosmetic products for other brands according to their specifications. Targeted at cosmetics brands seeking an experienced certified-organic manufacturer in Provence.

Quantifiable outcome

• Bio cosmetics contain 30-40% active ingredients compared to 1-2% in conventional cosmetics
• +1 more outcomes

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Makeup Bag (Trustt)coreGTM or Marketing PartnerPartnership with Makeup Bag, a SAS company headquartered in Boulogne-Billancourt, to manage influencer and ambassador campaigns through their digital Trustt platform. Trustt enables preselection of target audiences, campaign creation, influencer recruitment and selection for product testing campaigns.
• FaireminorChannel Partner/ Reseller/ DistributorB2B marketplace platform for professional retailers to discover and order wholesale products from independent brands like Le Secret Naturel.
• AnkorstoreminorChannel Partner/ Reseller/ DistributorB2B marketplace platform connecting independent brands with retail stores, enabling professional distribution of Le Secret Naturel products.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• L'Occitane en Provence: Largest French natural/Provençal cosmetics group. Comparable on Provençal botanical heritage and global natural-beauty positioning, but operates at far greater scale with a much broader portfolio and international retail footprint.
• Yves Rocher: Major French botanical beauty group with broad face/body/hygiene ranges and large proprietary retail network. Comparable on botanical, French-origin positioning, but at much larger scale and with mass-market price architecture.

Direct peers

• Karethic: French organic shea butter cosmetics brand with fair-trade sourcing from Burkina Faso. Comparable on certified-organic, single-ingredient-hero (shea) positioning and French DTC + specialty retail model.
• Lavera: German natural cosmetics brand with Natrue-certified face, body, hair and hygiene ranges. Comparable as an independent European certified-natural cosmetics house selling across DTC and natural-product retail channels.
• Weleda: Swiss natural cosmetics and anthroposophic medicines company founded in 1921. Comparable on certified-natural formulation ethos, broad face/body/hygiene portfolio, and long heritage; significantly larger and global in reach.
• Sanoflore: French certified-organic skincare brand based in Provence, acquired by L'Occitane group. Comparable for organic certification, Provençal origin, botanical positioning, and similar natural-store/parapharmacy channel presence.
• Avril: French organic beauty brand offering accessible certified-organic skincare, hygiene, and cosmetics. Comparable on certification, multi-category portfolio, and DTC plus organic/specialty retail distribution; positioned more for value than artisanal premium.
• Melvita: French pioneer organic cosmetics brand founded in 1983, now owned by L'Occitane group. Comparable for certified-organic positioning, French provenance, broad face/body/hygiene portfolio, and DTC + retail distribution — but with significantly larger scale.
• Cattier: Independent French organic cosmetics and hygiene brand offering face/body/hair care and baby products. Closely comparable as a similarly sized French organic beauty house with overlapping product categories and natural-store distribution.
• Bioflore: Belgian organic aromatherapy and natural skincare specialist. Comparable as a small independent European natural-product house with botanical expertise and natural-channel distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/LeSecretNaturel
• Facebookfacebook.com/lesecretnaturel
• LinkedInlinkedin.com/company/le-secret-naturel
• Instagraminstagram.com/le_secret_naturel
• TikToktiktok.com/@le_secret_naturel

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 LE SECRET NATUREL