In the ever-changing world of beauty and cosmetics, some brands shine like guiding stars, bridging the gap between time-honored traditions and cutting-edge innovations. Intimate Conversation with Caroline Greyl showcases one such brand’s commitment to excellence and continual evolution. One such extraordinary brand is Leonor Greyl, a name synonymous with premium hair care and a legacy that spans over five decades. At the helm of this prestigious family business stands Caroline Greyl, the daughter of the founders, who brings a unique perspective to the brand’s evolution and its unwavering commitment to excellence.
Join us on a journey of inspiration as we delve into the heart of Leonor Greyl with Caroline Greyl. From her childhood memories of the beauty institute to the global expansion of the brand, she shares her insights on maintaining authenticity in the face of trends, fostering sustainable practices, and the brand’s resolute dedication to crafting products that stand the test of time. Caroline’s passion for preserving the environment and empowering women echoes through the brand’s profound commitments.
Discover the secrets behind the brand’s Ten Commandments for hair care, a unique and fun approach to educating people about hair health that encapsulates Leonor Greyl’s love for their customers. Embracing tradition while staying relevant in a fast-paced market, Caroline unveils how the brand continues to thrive by striking a balance between honouring its heritage and leading the way into the future.
As an advocate of collaborations that spark innovation, Caroline shares some exciting partnerships that have breathed new life into the brand, adding artistic flair and fresh perspectives to their exceptional offerings. Moreover, she invites us to envision the legacy of Leonor Greyl, a legacy deeply rooted in quality, sustainability, and genuine care for both people and nature.
Join us as we embark on this inspiring conversation with Caroline Greyl, a visionary leader who embodies the values of her family’s legacy while steering Leonor Greyl towards a future of beauty, compassion, and transformative hair care…
As the daughter of the founders, you must have a unique perspective on the evolution of Leonor Greyl. How has the brand’s identity and values changed since its inception, and how do you see it moving forward in the future?
Indeed, I grew up in the cosmetics universe and, more precisely, in my mother’s beauty institute, where she used to take me on Saturdays. Being present to witness every step of the brand’s growth and, most importantly, understanding Leonor Greyl’s core and true identity has been a true blessing for me. I can assure you that since 1968, our values and commitment have never changed! I believe that this is the secret to our long-lasting success.
It’s fascinating to see a family business thrive through generations. What’s the most valuable lesson you’ve learned from your parents about entrepreneurship and sustaining a successful brand?
The most important business lesson I have learned is to always stay true to your brand’s identity and what sets it apart from others. In Leonor Greyl’s case, it’s the constant focus on developing hair care treatments made with only the purest natural ingredients. Additionally, maintaining the same level of product quality, dedication, and effort even as the brand achieves international recognition is crucial. So, no matter what business you are running, always remain humble and maintain the same amount of passion and hard work throughout your career.
With your significant role in the company, what aspects of Leonor Greyl are you particularly passionate about, and how do you contribute to its growth and innovation?
When I joined the company, I immediately delved into finance and marketing (packaging, brand identity) because it is essential to modernize a brand to keep it at the forefront. Then, I focused on developing the brand at an international level to share our precious products with women and men all around the world.
The beauty industry is constantly evolving, with new trends and technologies emerging. How do you ensure that Leonor Greyl remains at the forefront of innovation while staying true to its heritage?
At the core of the process of creating high-end haircare products, naturality has been established from the beginning as the focal point of all the brand innovations. Consequently, a series of successes and creations have become iconic products over the years. These treatments, which make hair increasingly shiny, supple, and beautiful, quickly established LEONOR GREYL as the undisputed specialist brand in natural hair care. We maintain mastery over the entire production chain, from formulation and sourcing of raw materials to distribution, ensuring that our products are developed with the utmost respect for humans and the environment.
We’ve all seen your Ten Commandments for hair care, which are fantastic. What inspired you to create such a unique and fun approach to educating people about hair health?
I have always been inspired by my mum, who takes care of her clients at our Parisian Institute with the utmost seriousness and a smile
From your Ten Commandments, it’s clear that sustainability and eco-consciousness are essential to the brand. Can you tell us more about Leonor Greyl’s commitment to environmental responsibility and how you plan to further enhance this aspect in the future?
Our Commitments are based on 3 pillars:
- FORMULAS THAT RESPECT BOTH PEOPLE AND NATURE: The company has always made it a point of honor to focus on quality, both in the selection of ingredients and plants, as well as in the development of its formulas. A formulation charter keeps the brand constantly at the forefront of innovation and safety, with ongoing reformulation work whenever necessary.
- ECO-RESPONSIBLE PACKAGING: One of our priorities is to minimize waste, and what remains is recyclable. LEONOR GREYL bottles are made from recycled and/or recyclable materials. Similarly, the packaging is certified by FSC (Forest Stewardship Council), an environmental label for sustainable forest management. Leonor Greyl’s commitment to environmental responsibility can be seen through the last 55 years in professional hair salons and ‘La Collecte du Coiffeur,’ a company that collects and recycles coloring tubes and aerosols.
- A STEADFAST SUPPORT FOR THE PROTECTION OF THE PLANET AND EDUCATION: Leonor Greyl has always sponsored several societal and environmental initiatives, such as the adventure led by Philippe Poupon, Géraldine Danon, and their children aboard their sailboat Fleur Australe. This platform provides unprecedented field measurements for scientists worldwide, helping them better understand our planet and raise awareness among children about ocean protection. Additionally, we have sponsored an organic beehive for several years through the association ‘Un Toit pour les Abeilles’ (A Roof for Bees), actively contributing to the preservation of this endangered species, pollination, and the preservation of biodiversity. We are also involved in solidarity, supporting the association ‘Toutes à l’École’ (All to School), which provides high-quality education to the most disadvantaged girls in the Phnom Penh region of Cambodia, with comprehensive support.
As a key figure in the brand, you must have a busy schedule. Could you walk us through an average day in your life, balancing your responsibilities with family, work, and personal interests?
I believe that we always manage to find time for what really matters: family and friends. However, when you’re in charge of such a beautiful heritage, you don’t count your hours and think about this treasure 24 hours a day, 7 days a week.
Leonor Greyl has a global presence, and its products are loved by people worldwide. How do you approach catering to diverse hair care needs and cultural preferences across different regions?
One of our strengths is to have products dedicated to all hair and scalp types. Whatever your need is, we have the answer.
We’d love to hear about any upcoming projects or new product lines you have in the pipeline. Can you give us a sneak peek into what we can expect from Leonor Greyl shortly?
We develop only products that are made to last. That’s why our launches are rare and precious. We take time to develop the best products. We don’t follow trends since they have a beginning and an end, whereas our products have been here for more than 50 years, some of them even longer. But just between you and me, something exciting is cooking for the beginning of 2024
As a brand deeply rooted in tradition and history, how do you strike a balance between honouring your heritage and staying relevant in a fast-paced, ever-changing market?
As mentioned above, we are a beauty house committed to sustainability from the very beginning. Since its creation, Leonor Greyl has been dedicated to offering high-quality care thoughtfully and responsibly, introducing only products that stand the test of time. By avoiding overproduction and a constant cycle of product launches, the brand minimises its environmental footprint.
Customer engagement and feedback are crucial for any brand’s success. How do you actively involve Leonor Greyl’s loyal customers in shaping the brand’s direction and product development?
We are fortunate to have the most loyal consumers on earth, thanks to our amazing products. They are our treasure, and the best thing we can do is to continue providing good and safe products. For each development or formula update, we test our products at our institute with our experts and clients.
With so many hair care products flooding the market, how do you ensure that Leonor Greyl stands out and maintains its reputation as a premium and trusted brand?
Our products speak for themselves. By offering healthy and respectful formulas, we have proven to our customers, both B2B and B2C, that they can trust us for more than 55 years. Today, social media plays a major role in the brand’s voice, which is why we take care to communicate on Instagram and share memorable experiences with our closest fans, including celebrities hairstylists, digital talents, actresses, designers, and more.
Leonor Greyl has undoubtedly played a significant role in revolutionising the hair care industry. Can you share any memorable success stories or milestones that have left a lasting impact on you?
Without a doubt, I would say: the Crème aux Fleurs! The pioneering cleansing cream that celebrated its 50th birthday this year! In 1973, when my father created the Crème aux Fleurs, he was addressing hair damaged by aggressive colouring and irritating surfactants. At the institute, my mother dreamt of offering customers a treatment that would soothe even the most sensitive scalps while enhancing colour radiance—a visionary idea ahead of its time. Crème aux Fleurs quickly established itself as a cult product and remains one of the most famous products from our brand. Free from silicones, sulphates, parabens, or gluten, this miraculous treatment with very gentle washing agents became a precursor to the low-poo trend.
Collaboration is often a great way to foster innovation. Have you considered any exciting partnerships or collaborations that could bring a fresh perspective to the brand?
Throughout the year, we have engaged in numerous collaborations with fashion and jewellery brands, as well as designers. One of our recent partnerships was the limited edition of the Crème aux Fleurs with the artist Delphine Cauly, a French illustrator who created an elegant floral sleeve for us. Additionally, we have developed exclusive products for prestigious hotels and resorts, such as Cheval Blanc Paris or the Royal Mansour in Marrakech.
As someone with a deep connection to Leonor Greyl, what is your ultimate vision for the brand’s legacy and its contribution to the world of beauty and hair care?
Our ultimate vision for Leonor Greyl is to continue our commitment to using the finest natural ingredients and maintaining high-quality, effective formulas. Many hair care manufacturers take shortcuts with cheaper chemicals and harsh additives, but we remain dedicated to sourcing botanicals and natural ingredients globally and conducting meticulous R&D and testing at the Leonor Greyl Institute, resulting in award-winning formulas that most hair care manufacturers cannot match. Our philosophy of “Slow and Steady Wins the Race” drives us to keep providing sustainable, innovative, and trusted hair care solutions for generations to come.
Our readers love to travel. What destination is at the top of your must-visit list?
In Europe, I would say Italy! It offers magnificent landscapes, incredible food, and, of course, the warmth of the Italians! On the other side of the Atlantic, my little corner of paradise is at Tahoe Lake, where my husband owns a cosy cabin in the mountains. The beauty and tranquillity of that place are truly unparalleled.
Where can people find out more?
You can follow us on our Instagram account @leonorgreyl or discover all our product secrets and advice on our website: www.leonorgreyl.com. We are always excited to share the wonders of Leonor Greyl with beauty enthusiasts around the world.
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