While Rouje doesn't release its financials, the brand has scaled significantly in the six years since its launch. For Damas, physical retail experiences have emerged as a priority: Rouje is a lifestyle brand, she says, and it's necessary for clients to experience it in person. She'll often pop into the brand's flagship store in Paris's 2nd arrondissement — a bright and spacious shop beneath her office that opened in 2019 — and surprise shoppers.
Beyond retail, there's additional category expansion ahead: Les Filles en Rouje will debut a simple, three-piece skin-care line — a cleanser, a face cream and a face oil — this spring. Damas wanted to keep the range narrow, at least at first, so to once again focus on creating fewer, better products that are very easy to use. Such is the French way, as any French-girl myth-believer will tell you.
Rouje, as with any effective retail business in 2022, is an experience, a destination, a comprehensive style of living: Rest assured, it communicates to shoppers, you may be just one matte lipstick or crisp blazer away from a bistro in Saint-Germain-des-Prés. While this has always translated to social-media stalwarts like Instagram, TikTok is even more immersive, feeding into a 360-degree fantasy.
"French girls find beauty in imperfections, and I think that's a really encouraging perspective, especially for Gen Z," says Ward. "TikTok is also so much more organic than Instagram, and it's allowed a new generation to experience what makes the French-girl aesthetic so captivating.
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