interviews
krème
MAISON 123
Autumn 2024
Marie
Belile
&
Juliette Lailler
KREME FOUNDERS
What inspired you to create Krème?
How did this adventure begin?
Krème is born of a friendly crush and a deep desire to rethink cosmetics. In 2019, Juliette was developing skincare products for some of the biggest names in beauty, but couldn’t find what it was all about. The idea came up with natural skincare products at the cutting edge of tolerance, to be applied with your eyes closed.
What was missing in the world of cosmetics 5 years ago?
Transparency! Naturalness was sometimes perceived as restrictive, as the formulas lacked transparency. sensoriality and effectiveness. In the pharmacy, you could choose between natural brands that were not adapted to the needs of women. reactive skin, or brands with synthetic compositions. With Krème, we wanted to fill this void by offering an organic alternative to dermatological brands. We do simple productspurified, without preservatives and allergens. But with our own method, which combines probiotics with natural to restore the skin’s barrier function and healthy radiance.
What does it mean to you to be a "Made in France" company? How does this influence your brand and your products?
All our skincare products are “made in France”. But there’s no point in making a cream in France if the ingredients come from the other side of the world, like shea butter or aloe vera. That’s why our active ingredients are grown in France. A more expensive choice, but essential for guaranteeing exceptional quality and supporting local supply chains.
MAISON 123
Autumn 2024
Our probiotic ferments! ... It's the essential ingredient for restoring balance to our battered skin.
Marie Belile & Juliette Lailler
What was the process like launching a company founded by women in the cosmetics industry? What have been your greatest challenges and successes?
We are fortunate to operate in a sector that is already very gender-balanced, and even predominantly female. For for us, being women has never been an obstacle: we grew up in families that valued female independence. Today, our team is mostly made up of women, and we want to to show them that nothing is impossible. What’s more, Kreme is financially self-sufficient. entirely self-financed to date. It’s a major challenge to make a place for yourself in a world where investors and fund-raisers often dictate the rules.
What's the star ingredient in your creams and why?
Our probiotic ferments! All our creams contain them. It’s the essential ingredient for restoring the balance of our damaged skin. The idea: to give skin the strength to defend itself. They restore bacterial diversity to our skin’s surface, and soothe sensitive, reactive skin.
Have you received feedback from your customers that has influenced the creation of new products or the modification of existing formulas?
Yes, every day! Cream is very present on social networks, where we receive hundreds of messages, tips and questions every day. Our innovations are inspired by customer requests, such as our recent Invisible Sun Stick.
What advice would you give to other women who want to start their own business?
Be humble, but defend your vision. and nails. Above all, stay true to your values – they will never betray you. Surround yourself with a team you can trust and rely on. don’t be afraid of obstacles, because they’re there to push you beyond your limits. Each one will push back the barrier you’ve set for yourself.
MAISON 123
Autumn 2024
"Our innovations are inspired by the demands of our customers."
Marie Belile & Juliette Lailler
portrait
MARIE BELILE & JULIETTE LAILLER
Which cream would you take to a desert island?
JULIETTE LAILLER
Without hesitation, our Smoothing Collagen Cream. It’s the cream that saved my skin in all circumstances with its nourishing, non-greasy texture, concentrated in pro-collagen and probiotics. It’s the best-seller from Cream since its launch, winning the Victoires de la Beauté award. One is sold every 2 minutes in French pharmacies. I don’t know whether she’d save me on a desert island, but I’d take her!
Which beauty product always saves you on a long flight?
MARIE BELILE
Our SOS Oil, without a doubt! It’s the most concentrated in probiotics at Krème. Cette huile est une pure merveille, et elle combat la sécheresse dont la peau souffre après un long vol.
Which Krème product never leaves your side?
JULIETTE LAILLER
Here I join Marie… our SOS Oil! It really is the nugget product at Krème, is the most loyal of all, so effective is its velvety, non-greasy texture. Used undiluted, it nourishes, soothes and gives but you can also mix it with your cream to boost comfort.
If you had to use just one skincare product for the rest of your life, which one would you choose?
MARIE BELILE
Impossible to answer! It’s like asking me to eat the same dish for the rest of my life. But we’re going to say Intense Moisture Cream, our The first and most universal cream, with its inimitable fresh texture that fuses with the skin to quench its thirst.
Are you a control freak when it comes to your skincare routine or are you more of an airhead?
JULIETTE LAILLER
I’m pretty meticulous when it comes to my beauty routine. care. I believe that regularity is the key to healthy skin. On the other hand, my routine is ultra-short and takes me 10 minutes in the morning, 10 minutes in the evening and 10 minutes in the evening. minutes evening.
What's the occasional faux pas you allow yourself in your skincare routine?
MARIE BELILE
Don’t tell me, but I sometimes skip the facial cleansing step… A little bout of tiredness that makes me forget the gesture 😉
What's your quick beauty tip for busy mornings?
JULIETTE LAILLER
I have dry skin, so I don’t wash my face in the morning if it’s too dry. I clean it the day before, which saves me an incredible amount of time. This preserves my hydrolipidic film. I then mist the Hyaluronic Ceramide Mist by Dermalogica or pure floral water. A little Collagen Cream, a natural BB cream and a little Radiant Concealer by Nars for dark circles and a little redness and that’s it. I have a 2-month-old baby at home, so I realized that this was the key to surviving the mornings. in a hurry!
Which oil or serum is your favorite for the evening?
MARIE BELILE
At the moment, I’m making infidelities toSOS Oil Krème and prefer the A Collagen Serum that I find perfectly suited to the autumnal change of season. With its silky milky texture, it’s a real pleasure to use. apply evening.
Which oil or serum is your favorite for the evening?
MARIE BELILE
At the moment, I’m making infidelities toSOS Oil Krème and prefer the A Collagen Serum that I find perfectly suited to the autumnal change of season. With its silky milky texture, it’s a real pleasure to use. apply evening.
A skincare ingredient you can't live without?
JULIETTE LAILLER
The phyto-retinol in our Collagen Serum! It’s the future of retinol, in a non-irritating version that’s just as effective. A marvel for smoothing fine lines and expression wrinkles without damaging the skin. skin.
What's the product you're most proud of having developed?
MARIE BELILE
ThePeau Neuve Radiance Scrub is a real feat of magic. formulation with its soft apricot gel texture and apricot micro-powder that gently exfoliates skin texture. We want to eat it !!
What's the best beauty tip you've ever received?
JULIETTE LAILLER
Protecting myself from the sun. Like all teenagers, I have makes of mistakes, applied monoi to get a quick tan even though I have very fair, fragile skin. It was the years 2000-2010 that glorified tanning intense. Fortunately, things are changing, SPF50 is becoming the norm and, above all, beauty standards are evolving towards a light tan that enhances the skin’s natural beauty. without forcing it. You can also boost your tan using UV-free methods, such as complexion boosters to mix with your cream. from night.
Which current beauty trend appeals to you? And why?
MARIE BELILE
Minimalism in the skincare routine. Back to basics, with fewer but better products. And that fits perfectly with the philosophy of Krème !
In summer, solar fluid or solar stick?
JULIETTE LAILLER
I’m a big fan of the sunscreen fluid. I find the fusion texture very easy to apply, slightly unifying. It’s easy to apply make-up afterwards, and offers SPF50 protection from the sun’s rays all day long. Vital when you consider that 80% of Skin ageing is linked to the sun. The stick is always in my bag for quick touch-ups, e.g. for a lunch out on the town. terrace.
On a day-to-day basis, do you prefer solid cleansing cream or fresh cleansing gel?
MARIE BELILE
Fresh gel make-up remover! This product is a marvel you won’t be able to get rid of once you’ve tried it. It concentrates double cleansing in a single gesture. It’s a balm that transforms into a creamy milk that’s easy to rinse off. It leaves an immediate sensation of freshness, a welcome relief after a long day!
Do you prefer clean manicure or fancy manicure?
JULIETTE LAILLER
I played the piano and the violin when I was younger, and I’ve always kept my nails short. I know it goes against the grain of the nail art and more nails, but I think it’s more elegant. And let’s face it, I don’t have enough time to do manicures… So clean manicure without hesitation!
Do you prefer a natural look or more sophisticated make-up?
MARIE BELILE
A natural look. I like my skin to breathe and my hair to look natural. makeup is only there to highlight my features, never to mask my skin.