L’OCCITANE en Provence celebrates 50 years of heritage and sustainable beauty

L’OCCITANE Group is celebrating the 50th anniversary of its heritage brand, L’Occitane en Provence, reflecting five decades of growth rooted in natural ingredients, sustainability and sensory beauty experiences. The milestone highlights the brand’s global influence and the foundation of the Group’s vision for responsible, purpose-driven beauty.

The birth of a Maison

Founded in 1976 by eco-pioneer Olivier Baussan, L’Occitane en Provence began with the distillation of rosemary in Haute-Provence. Under the leadership of Reinold Geiger, the brand has transformed ingredients such as Shea butter, immortelle and almond into high-performing formulas combining efficacy, sensoriality and sustainability. Long before these practices became standard in the industry, L’Occitane en Provence focused on responsibly sourced natural ingredients and visible results.

Philosophy in action

The brand continues to uphold its founding philosophy, creating beauty and wellness products designed to be sustainable while delivering a premium experience. One of its signature products, Shea Hand Cream, embodies this approach: sourced through fair-trade shea cooperatives in Burkina Faso, it supports both skincare and the livelihoods of over 6,000 women producers.

L’Occitane en Provence brings its expertise and Provençal savoir-vivre to consumers worldwide through more than 3,000 boutiques, 100 spas, 2,500 partner hotels, and its flagship property, Le Couvent des Minimes, un Hôtel et Spa L’Occitane en Provence, which reinforces a connection between people, nature and beauty.

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Looking ahead with purpose

The 50th anniversary also marks a phase of reinvention for L’Occitane en Province that blends heritage with modernity while reaffirming the brand’s ties to Haute-Provence and its artisans. The milestone reflects the broader vision of L’OCCITANE’s founder-led beauty brands, built on quality, creativity and purpose.

“Longevity matters, but what truly sustains a brand is the relevance and desirability of its products. From the outset, L’Occitane en Provence was built on the conviction that ingredients inspired by nature could deliver outstanding performance,” says Reinold Geiger, Chairman & CEO, L’OCCITANE Group. “That belief was borne out with the rapid expansion of the brand internationally, earning trust through formulas that work, feel good to use, and that consumers return to time and again. This balance of performance, sensoriality and responsibility continues to underpin our growth and confidence in the future.”

“Fifty years is more than a milestone. It stands as a testament to the entrepreneurial vision of the Group’s founding entrepreneurs, Olivier Baussan and Reinold Geiger. What began as a simple Provençal dream has grown into a diversified, global group built on quality, creativity and purpose,” says Didier Lalance, L’OCCITANE Group General Manager. “Their encounter ignited a purpose-led entrepreneurial movement unique within the industry that continues to inspire new generations of entrepreneurs. Rooted in heritage and driven by innovation and a shared vision, the L’OCCITANE Group reflects the values and ambition they set in motion.’

“Our 50th anniversary opens a vibrant new chapter for the Maison. By shining the light back onto Haute-Provence – land of deep roots and living craft – we reaffirm what makes L’Occitane en Provence unique,” says Adrien Geiger, CEO, L’Occitane en Provence. “Guided by the promise to craft life ties with heart and reason, we will keep thinking globally, acting locally, and offering a timeless beauty that speaks to every generation.”