Mademoiselle Biloba

What Mademoiselle Biloba does

Mademoiselle Biloba is a founder-owned French specialty retailer and beauty institute headquartered in Lille, France, founded in 2016 by Pauline Dehecq — an agronomy engineer with a biochemistry degree and five years of conventional cosmetics experience. The company curates and resells natural and organic cosmetic products from approximately 40 third-party brands across roughly 1,000 SKUs, spanning face care, body care, hair care, makeup, nails, dietary supplements, and accessories; it does not develop or own proprietary product formulations. Distribution is omnichannel: a physical boutique at 25 rue de la Monnaie in central Lille, a 100% natural beauty institute at 104 Rue Saint-André in Vieux Lille (opened 2023, the first of its kind in the city), and an e-commerce storefront at mademoiselle-biloba.fr serving France and international customers with Click & Collect, 48-hour dispatch, and free delivery above €59.

The underlying technology stack is deliberately light: the company runs a standard Shopify-based e-commerce catalog with a public review system (Judge.me, 4,247 verified reviews averaging 4.89/5), an AI-powered "experte beauté IA" chatbot and a free online skin diagnostic for personalized routine recommendations, and integrates Planity for institute appointment booking and Calendly for free skin coaching sessions. It owns no proprietary manufacturing or formulation IP; instead, value creation rests on curation, ingredient transparency (INCI translated into plain French), and certified-expert advice from trained estheticians.

The business model combines three revenue streams: (1) one-time product sales across the e-commerce and boutique catalog with per-unit pricing typically €10–€50; (2) per-treatment beauty institute services priced €20–€115 (facials, Kobido massage, body massages, natural manicures) booked through Planity; and (3) seasonal promotional bundles such as the Summer Gift Box (€72 retail value, free above a €150 basket threshold). There is no subscription, no recurring contract, and no wholesale or B2B channel. Go-to-market blends product-led growth (self-serve catalog, blog, AI tools), direct-to-consumer retail (Lille boutique + institute), and community-led content marketing (educational blog, Instagram @mademoisellebiloba, founder's book "Ma Cosmétique Minimaliste"), with free skin coaching serving as a high-intent mid-funnel conversion mechanism.

Name

Mademoiselle Biloba

Legal name

Mademoiselle Biloba

Website

https://mademoiselle-biloba.fr

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Mademoiselle Biloba is a Lille-based, founder-operated French specialty retailer curating and reselling natural and organic cosmetics from ~40 third-party brands (~1,000 SKUs) via a physical boutique, a natural beauty institute, and an e-commerce storefront, primarily serving French women seeking clean skincare guided by certified estheticians and free skin coaching.

Ownership category

akta.pro rank

Product category

Natural and Organic Cosmetics Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural Personal Care & Clean Beauty Retail (within Health Food Stores) (CRAHAEAF)

Keywords

• Natural cosmetics retail
• Organic beauty products
• Beauty institute treatments
• Multi-brand skincare curation
• Personalized skin coaching

Headquarters

HQ city

Lille

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product sales (e-commerce + boutique): Retail sale of third-party natural and organic cosmetic products across categories: face care, body care, hair care, makeup, dietary supplements, and accessories. Customers purchase individual units at listed prices. The company acts as a curated reseller of ~40 brands, earning revenue through product margin. Additional revenue from gift cards.
2. Beauty institute services: Revenue from spa/beauty treatments offered at the Lille institute, including signature facials (e.g., Kobido massage, botanical facials), body massages, manicures with natural nail polish, and add-on options (e.g., comedone extraction, eye contour treatment). Appointments booked via Planity.
3. Seasonal/promotional bundles: Limited-edition gift boxes sold at a fixed price (e.g., Summer Gift Box at €72) containing multiple branded products. These bundles drive incremental revenue and incentivize larger basket sizes (threshold: €150 for the gift box offer).

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Mademoiselle Biloba is a curated multi-brand retailer of natural and organic cosmetics operating through an e-commerce storefront (mademoiselle-biloba.fr), a physical boutique in Lille, and a natural beauty institute. It stocks approximately 800–1,000+ product references across ~40 vetted brands spanning face care, body care, hair care, makeup, and dietary supplements. The company complements retail with free personalized skin coaching (in-boutique or video call), an AI beauty expert chatbot, an online skin diagnostic tool, and professional spa treatments (facials, massages, manicures) using natural product brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Curated Natural Cosmetics Catalog
• Beauty Institute Treatments
• La Summer Gift Box
• Gift Cards

Quantifiable outcome

• 4.89/5.0 average rating from 4,247 verified reviews (92% five-star reviews)
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability2 records

Feature3 records

Partnerships

23 partnerships are on record, tiered core and minor.

• BioflorecoreChannel Partner/ Reseller/ DistributorBioflore is a brand of 100% pure and organic vegetable oils, floral waters, and essential oils sold through Mademoiselle Biloba's e-commerce and boutique. The brand is featured as a key supplier for DIY cosmetics ingredients and is highlighted on the brands page and in product descriptions.
• La Ferme de SaussaccoreChannel Partner/ Reseller/ DistributorLa Ferme de Saussac supplies 100% pure and organic cosmetic ingredients (vegetable oils, butters, hydrolats) sold through Mademoiselle Biloba's e-commerce and boutique. It is highlighted as a trusted supplier for customers practicing DIY cosmetics, alongside Bioflore.
• Thierry Souccar EditionsminorOthersThierry Souccar Editions is the publisher of Pauline Dehecq's book 'Ma Cosmétique Minimaliste' (2019), which gathers advice, tips, and recipes for making one's own natural cosmetics. The book is sold through the Mademoiselle Biloba e-shop and serves as a brand-building and educational asset.
• OdencoreChannel Partner/ Reseller/ DistributorOden is a flagship brand of natural face and body care products (vegetable oils, creams, cleansers) sold through Mademoiselle Biloba's e-commerce and used exclusively during institute treatments. Featured as one of the three favorite brands for in-institute treatments, along with Evolve Beauty and La Canopée.
• Evolve BeautycoreChannel Partner/ Reseller/ DistributorEvolve Beauty is a UK-based brand of natural and organic skincare products (cleansers, masks, eye serums) sold through Mademoiselle Biloba's e-commerce and used in institute treatments. Featured as one of the three preferred brands for in-institute treatments.
• La CanopéecoreChannel Partner/ Reseller/ DistributorLa Canopée is a French natural cosmetics brand specializing in solar protection, body care, and facial treatments (fluids, oils, scrubs) sold through Mademoiselle Biloba's e-commerce and used in institute treatments. Featured as one of the three preferred brands for in-institute treatments.
• ManucuristcoreChannel Partner/ Reseller/ DistributorManucurist is a French natural nail care brand (green nail polishes, semi-permanent LED gel collections like Green Flash) sold through Mademoiselle Biloba's boutique and e-commerce. Manucurist's Green Flash line is exclusively used for the nail bar service at the Lille boutique (launched 2021, first green nail bar in Lille).
• Clémence et ViviencoreChannel Partner/ Reseller/ DistributorClémence et Vivien is a French natural cosmetics brand (skincare, body care, deodorants) known for its ethical, short-supply-chain approach and competitive pricing. One of the earliest brands stocked in the boutique (since 2017). Featured in the Summer Gift Box promotional bundle. Multiple top-selling products including the cult favorite Sérum désaltérant à l'acide hyaluronique (€9.50, 141 reviews).
• Lily LolocoreChannel Partner/ Reseller/ DistributorLily Lolo is a UK-based natural mineral makeup brand (foundations, eyeshadows, blushes, mascaras) sold through Mademoiselle Biloba's e-commerce and boutique. Described as 'la marque anglaise la plus connue dans le milieu' (the most well-known English brand in the niche) of natural mineral makeup.
• MádaracoreChannel Partner/ Reseller/ DistributorMádara is a Northern European (Latvia) organic skincare and makeup brand sold through Mademoiselle Biloba's e-commerce and boutique. Featured on the homepage hero carousel and in the new products section with multiple SKUs (CC Stick SPF30, H2O Tint serum, Exosome Longevity serum). Known for innovative formulas (ceramides, peptides, SPF in CC cream format).
• NovexpertcoreChannel Partner/ Reseller/ DistributorNovexpert is a French dermocosmetic brand (certified bio) specializing in high-performance serums (Vitamin C booster, anti-aging retinal) sold through Mademoiselle Biloba's e-commerce and highlighted in new products.
• QuinquecoreChannel Partner/ Reseller/ DistributorQuinque is a brand of natural skincare tools (eye patches, facial polishes) made from semi-precious stones, sold through Mademoiselle Biloba's e-commerce and highlighted in bestsellers with strong review counts (e.g., Patchs pour les yeux 360 — 3 reviews, rated highly).
• On The Wild SidecoreChannel Partner/ Reseller/ DistributorOn The Wild Side is a natural cosmetics brand featured among the top face care brands at Mademoiselle Biloba, particularly for natural facial oils and treatments. Featured in the Summer Gift Box promotional bundle.
• 100BONcoreChannel Partner/ Reseller/ Distributor100BON is a French natural perfume and cosmetics brand (fragrance, body care) sold through Mademoiselle Biloba's e-commerce. Featured in the Summer Gift Box promotional bundle with the 'Eau de Parfum Musc Jasmin 10ml' product.
• AbsolutioncoreChannel Partner/ Reseller/ DistributorAbsolution is a French natural cosmetics brand (skincare, makeup) known for adaptive, skin-type-specific formulations. Highlighted in new products and featured as one of the face care brands. The brand's 'Crème Beau Jour' is included in the Summer Gift Box promotional bundle.
• Sentara HolisticcoreChannel Partner/ Reseller/ DistributorSentara Holistic is a brand of natural beauty tools (Gua Sha Jade, Jade Roller, Mushroom Quartz Rose) made from ethically sourced semi-precious stones, sold through Mademoiselle Biloba's e-commerce and promoted as part of the natural skincare ritual.
• Refeel NaturalscoreChannel Partner/ Reseller/ DistributorRefeel Naturals is a natural cosmetics brand (body oils, perfumes) highlighted in bestsellers with premium pricing (e.g., Huile soyeuse corps et cheveux — Le sud, la nuit at €49.00, featured in the bestsellers section). Also featured in the brand catalog.
• Cut by FredcoreChannel Partner/ Reseller/ DistributorCut by Fred is a brand of vegan hair care products (shampoos, conditioners) with clean, natural compositions sold through Mademoiselle Biloba's e-commerce. Prominently featured in the hair care section and new products.
• PuroBiocoreChannel Partner/ Reseller/ DistributorPuroBio is a natural makeup brand (mascaras, blushes) highlighted in new products with strong review counts and competitive pricing (e.g., Mascara Extra Volume Full Love at €21.60; Blush Stick at €15.90).
• Si Si La PailletteminorChannel Partner/ Reseller/ DistributorSi Si La Paillette is a brand of biodegradable glitter for creative hobbies, DIY cosmetics, makeup, and nails, sold through Mademoiselle Biloba's e-commerce. Positioned as a fun, eco-friendly addition to the natural cosmetics catalog.
• Skin & OutcoreChannel Partner/ Reseller/ DistributorSkin & Out is a brand of innovative skin care tools (micro-needle pimple patches) sold through Mademoiselle Biloba's e-commerce. Featured in bestsellers with unique product format (microneedle technology for acne spot treatment).
• D-Lab NutricosmeticscoreChannel Partner/ Reseller/ DistributorD-Lab Nutricosmetics is a brand of dietary supplements for skin, hair, and nail health sold through Mademoiselle Biloba's e-commerce under the 'Compléments alimentaires' category. Bridges the gap between topical cosmetics and internal beauty supplementation.
• Lady GreencoreChannel Partner/ Reseller/ DistributorLady Green is a French natural mineral makeup brand featured in the makeup section alongside Lily Lolo. Used by Mademoiselle Biloba's makeup artists during professional makeup application services.

Scale indicators5 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• Nocibé: French multi-brand beauty retailer with physical stores and e-commerce covering skincare, makeup, and fragrance. Overlaps on multi-brand beauty assortment and French consumer base but does not specialize in natural/organic or offer expert skin coaching.
• Sephora: Global multi-brand beauty retail giant operating in France with extensive beauty assortment including clean/natural sub-ranges. Overlaps in curated multi-brand beauty retail but is a broad incumbent rather than a natural-beauty specialist.
• Marionnaud: French multi-brand beauty retailer with strong physical store network carrying mainstream and premium cosmetics. Competes for the same French beauty consumer wallet but lacks the natural/organic curation, expert coaching, and institute services.
• Aroma-Zone: France's leading natural beauty and DIY ingredients retailer with a broad catalog of essential oils, vegetable oils, hydrolats, and finished natural cosmetics. Directly comparable assortment overlap (DIY ingredients, natural skincare, clean beauty) but materially larger scale and broader DIY positioning.

Direct peers

• Oh My Cream!: French multi-brand curated clean beauty retailer carrying a similar assortment of natural and organic skincare and makeup brands. Closely comparable on curation model, target customer (educated women seeking clean beauty), and online-plus-boutique distribution, though larger and Paris-headquartered.
• Mademoiselle Bio: French online retailer specializing in organic and natural cosmetics and personal care across multiple brands. Same product category, similar target customer, and overlapping curated assortment model — effectively a head-to-head competitor in the green beauty e-commerce segment.
• Avril Beauté: French organic cosmetics brand and online retailer offering affordable certified-organic skincare, makeup, and hair care. Comparable on natural/organic positioning and French customer base; operates more as a single-brand retailer than multi-brand curator.
• Blissim (formerly Birchbox France): French beauty discovery box subscription service carrying multi-brand beauty assortments including natural cosmetics. Comparable on multi-brand beauty curation and French consumer target, with a subscription/sample-driven GTM motion distinct from Mademoiselle Biloba's coaching-led approach.

Emerging players

• La Compagnie des Sens: French natural beauty brand specializing in essential oils, vegetable oils, and natural skincare ingredients with strong DIY/educational content. Comparable on natural-beauty positioning and educational content strategy; operates as a brand rather than multi-brand curator.

Others

• Greenweez: France's leading online retailer specializing in organic and natural products across food, beauty, and home. Overlaps on natural/organic consumer base and French e-commerce reach, but beauty is one category among many rather than the specialist focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/mademoisellebiloba
• Facebookfacebook.com/mademoisellebiloba
• LinkedInlinkedin.com/company/mademoiselle-biloba

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 Mademoiselle Biloba