How Jurlique is refreshing the 39-year-old beauty brand for Millennials

For Jurlique chief executive Loic Rethore, the Australian skincare company’s all-natural and botanical products aren’t just items he wants to sell to you; they are a daily habit he wants you to embrace.

The man tasked to lead Jurlique into the future is a French native with global experience, particularly in Asia, leading some of the world’s best retailers and luxury brands including LVMH, L’Oreal, Unilever, Nespresso and Dyson.Relocating from Hong Kong after getting the top job in April 2023, Rethore is overseeing the efforts to renew Jurlique’s appeal to modern consumers and create a new generation of loyal customers.

Jurlique has already cultivated and won a loyal following among women aged 40 and older, but the brand is now increasing its focus on capturing Millennial customers who have some disposable income and are likely willing to spend more on higher-quality premium skincare.But this demographic is eager to try new things and takes up product suggestions from social media trends, making them less brand loyal than previous generations.

Like other beauty and skincare businesses, Jurlique has added social media and influencer marketing to its tool belt, but Rethore ducks suggestions that it is seeking to be trendy.“Viral goes up and down very quickly. We are more long-term sustainable momentum,” he said.

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