Caudalie Group has taken a majority stake in Talm, a French premium skincare brand for sensitive skin founded by Kenza Keller, according to WWD. L'opération would mark the group's first brand acquisition, having already held a minority stake in Talm since 2022.
The financial terms of the deal were not disclosed. Kenza Keller continues to lead Talm as chief executive, steering its strategy, marketing, product development and creative vision. « It’s a major step. I’m really excited », she said.
Strengthening pharmacy distribution
According to Kenza Keller, the brand was looking to accelerate its distribution, particularly in the French pharmacy channel. « I was in a phase where I wanted to accelerate in terms of distribution », she explained, adding that the mutual trust with Caudalie made the deal an obvious choice: « It was the perfect fit, because I knew I could trust them and they knew they could trust me. »
Mathilde Thomas, who co-founded Caudalie with Bertrand Thomas, says she was convinced from the start that the two brands could work together. She states that Talm will now be present across the group's entire pharmacy network: « So you’re going to see Talm all over the pharmacies. » According to her, Caudalie's sales representatives were even given a Talm lip gloss at a sales meeting two weeks ago.
Founded in 2021 as a skincare brand for pregnant and postpartum women, Talm expanded its range with the 2023 launch of Mega Water, a mist priced at 28 euros and the brand's second best-selling product. Kenza Keller explains that this launch opened up a wider category: « This product was the starting point of having a new category for Talm which was wider », noting that « this shift allowed me to grow the brand. »
Twelve products, sixty points of sale
With 12 products in its catalogue, Talm is recording double-digit sales growth year over year. The brand is distributed in about 60 points of sale across 12 countries, including a recent addition in the Moyen-Orient via Ounass. The retailer Oh My Cream is also a key channel for acquiring new customers.
Talm has just moved its offices to Caudalie Group's headquarters on rue Pavée in Paris, while remaining operationally and creatively independent. Kenza Keller says the deal protects the brand until it becomes one of the leading dermocosmetics brands in France and Europe.
The Thomas family and Kenza Keller intend to accelerate Talm's growth and expand its reach, including internationally. Kenza Keller says, however, that she remains focused on Europe before addressing other markets.
