PARIS — Talm, the French premium beauty brand for sensitive skin founded by Kenza Keller, has new ownership with the Caudalie Group.

It marks the first time that the group, which took a minority stake in Talm in 2022, has acquired a brand.

Financial terms of the deal were not disclosed.

“It’s a major step,” Keller said. “I’m really excited.”

She explained there’s been a strong partnership forged with Caudalie cofounders Mathilde and Bertrand Thomas.

“They’ve been really supportive first as mentors,” Keller said. “To help me grow the brand qualitatively — in the distribution, allocating the right resources, human resources, as well. We have a very healthy relationship.”

The Thomases, she said, approached her about taking a majority of Talm, an acronym for “to all the mamas.”

“I was in a phase where I wanted to accelerate in terms of distribution,” Keller said, adding that was particularly true in the French pharmacy channel, where the Caudalie brand is sold and has a strong commercial sales force.

“It was the perfect fit, because I knew I could trust them and they knew they could trust me,” Keller continued.

Mathilde Thomas said from the outset: “I was convinced that we could do things together.” She was taken by Keller’s drive and vision, and knew that Talm’s unique positioning could be highly complementary to Caudalie.

The Thomases and Keller will accelerate Talm’s growth and broaden its reach, including internationally.

“It’s a great way also to protect Talm until we are one of the major brands in France and in Europe in terms of dermocosmetics,” Keller said.

Talm, which just moved its office into Caudalie’s headquarters on Paris’ Rue Pavée, remains independent both operationally and creatively. Keller continues to lead the brand as chief executive officer, steering its strategy, marketing, product development and creative vision.  

Talm was founded in 2021 as a skin care brand for women during pregnancy and postpartum.

“Since then, I realized that many women wanted to enter the brand and to have access to our vision of beauty,” Keller said. (That is feminist, including eschewing words like “antiaging” on products and offering safe, highly tolerated and ultra-sensorial skin care to women at every stage of their lives.)

So in 2023, Talm launched the Mega Water in a mist format that’s billed to rebalance the skin barrier and stimulate its natural collagen production. It retails for 28 euros and is the brand’s second bestselling product.

“This product was the starting point of having a new category for Talm which was wider,” Keller said, explaining not only new mothers are using it, but also other women, teenagers and men.

Various products followed, including the Mega Plump 2-in-1 serum.

“This shift allowed me to grow the brand,” Keller said. Another strong channel of recruitment is being carried by the retailer Oh My Cream.

Talm, with 12 products, registers double-digit year-over-year sales growth. It is sold in about 60 doors in 12 countries, including most recently the Middle East through Ounass. Keller said she remains focused on Europe to be sure the brand is strong there before tackling other markets.

Mathilde Thomas said Caudalie sales representatives were given a Talm lip gloss at a sales meeting two weeks ago.

“So you’re going to see Talm all over the pharmacies,” she said.