Fortune

BEAUTY BEYOND THE COUNTER

By eschewing the rules of the cosmetics game, newcomer French brands are winning over customers who seek a more personal touch.
ORMAIE Unisex fragrances produced entirely with natural ingredients: a harder task than you might think.

“BEAUTY WASN’T the initial idea, it was family,” says Xavier Desforges de Caulières, the 36-year-old founder of Maison Caulières—one of the most successful, under-the-radar independent beauty brands out of France. In four years, his body-care line has earned a prominent home within Rosewood luxury hotel properties around the world, from the spa at Paris’s Hôtel de Crillon to the 413 rooms at the group’s new flagship in Hong Kong. That’s all in addition to its loyal VIP following, which included Queen Elizabeth II shortly after the brand launched. But if personalities like

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