On the occasion of the Made in France Show, Le Figaro went to meet different brands who have taken the challenge of offering cosmetics, jeans and even toothbrushes at reasonable prices. An equation that is often difficult for “local” productions.
Who said that made in France was necessarily overpriced? If we often talk about the cost of labor being too high, which would inevitably make French production uncompetitive, we forget that many brands have found solutions to get around the problem. Le Figaro went to the Salon du Made in France, which presents more than a thousand locally produced brands until Monday. So, French and cheap, is it really possible?
As before: Marseille cosmetics
For Sophie and Niel Parra, it all started by chance seven years ago. Unable to find creams suitable for their young son who had skin problems, they decided to make their own soap. Faced with compliments from their friends, they ended up launching their brand: quality creams, soaps, shampoos and serums entirely made in France in their workshop near Marseille. All items have four to six ingredients maximum and are cold pressed so as not to distort the raw material. The brand is experiencing strong popularity during Covid, as the French seek to consume more responsibly. And the results are there: in 2024 the company employs 76 employees and forecasts 12 million turnover, i.e. growth of 124% in two years. In addition to its website, the brand has eight stores on its own front and should open a ninth in Bordeaux at the end of November.
For Sophie and Niel, selling at affordable prices was an ethical issue. “We are at market price on all our products, or even lower for certain items”assures Niel Parra. Indeed, it costs 9.90 euros for a shampoo or for 90 mL of toothpaste, relatively reasonable prices for similar cosmetics (organic, recyclable and produced in France). The brand is even unbeatable when it comes to serums, the price of which is exploding in stores: an anti-aging serum will peak at 16.90 euros, compared to several dozen euros for other brands. “We manufacture everything in our workshop, which avoids inflating prices due to intermediaries who take commissions”explains Sophie Parra. “We also benefit from a strong, close-knit community, which allows us to avoid heavy marketing costs”.
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1083: quality jeans
Jeans made in France are not necessarily overpriced. This is what Thomas Huriez, a salesman in a clothing store, realized when he noticed that the low-cost jeans and the high-end jeans he was selling actually had the same composition. The difference: marketing. “I told myself that, even if labor costs were high in France, we could always make up for it through internal manufacturing which reduces transport costs, but also by cutting marketing costs. Our only marketing is quality”explains Thomas Hurriez. He then launched 1083, his own denim brand. With a more than encouraging record: 3 factories, 40 subcontractors, 5 own stores and 130 independent distributors. In 2023, the company produced 50,000 jeans, for a turnover of 8 million euros.
But then, what about the prices? Thomas Huriez has pulled out all the stops to reduce them: short circuits, no sales to avoid inflating prices the rest of the year, and focusing everything on progressive economies of scale thanks to the increase in sales. “Our jeans cost between 100 and 130 euros: you might find that expensive, but it’s the same price as a Levi’s or a Diesel, except that it’s of better quality and made in France. We also provide 15 half sizes and five leg lengths, which comes at a price”justifies Thomas Huriez.
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The virtuous: the recyclable toothbrush
This is one of the greatest successes of made in France in terms of value for money. In 2012, Olivier Remoissonnet took over one of the oldest toothbrush factories in France, located in Beauvais in the Oise. He began by revamping the old Bioceptyl brand to manufacture toothbrushes entirely made in France and recyclable, which he sold in organic stores and pharmacies. Except that this model costs between 3 and 4 euros, and Olivier Remoissonnet wants to make his product accessible to all French people. This is the beginning of the Les Vertueux brand, a simpler toothbrush made from recyclable plastic sold at…0.99 euros. One of the cheapest on the market.
To reach this record price, Olivier Remoissonnet tries a poker game. He launched the manufacture of 500,000 parts, to benefit from economies of scale, then tried to approach large stores. Leclerc, Auchan and Carrefour board the train. As a result, the 500,000 pieces have already been sold in just six weeks, and a second round of production has been launched. “Made in France must no longer feel illegitimate when entering volume markets”argues Olivier Remoissonnet. “There are two keys: controlling manufacturing to limit commissions and transport costs, and exploiting economies of scale”.
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Navir: basics at low prices
Basics made in France at the price of fast fashion? It’s possible. This is what Baptiste Vallet wanted to do by launching his Navir brand. Sweatshirt for 35 euros, T-shirt for 19 euros, sports bag for 30 euros…and all of this made in a factory in Bobigny, in the Paris suburbs. The young entrepreneur began by buying the factory in which he worked as a salesman with one idea in mind: creating a B2B clothing brand made in France. It thus sells its products to companies for specific events, seminars or galas, which allows it to sell large volumes and achieve economies of scale. The VADF brand (Clothing and accessories from France) was born.
But, for Baptiste Vallet, that is not enough: he wants to go directly into contact with consumers. He then invested in a new brand, Navir, to offer basics at low prices. With a trick: if his production does not sell, he can always resell it to companies via his other brand VADF. This allows it to invest without risk and produce in mass, which reduces production costs. Results: inexpensive items, materials entirely from organic farming, all made in France in cooperation with the APF France Handicap association. An economic, ecological, social and French project…we love it.
