Endro Cosmetics. The Breton company records spectacular growth

The adventure began in 2019 as a personal initiative. "My partner, Marion, was looking for an effective and natural deodorant for herself. Unable to find what she wanted on the market, she decided to make it herself," recalls Boris Le Goffic, president of Endro Cosmétiques. Very satisfied with the result, Marion Le Goualher (the company's CEO) began offering her products to her friends and family, who kept asking for more. She then spent all her evenings developing deodorants. The success was such that the couple, originally from Ploumilliau, considered launching their own business. At the time living in Bordeaux, they decided to return to Brittany to launch their business in the Lannion region. "We first distributed our products in the Trégor markets, starting with a hygiene range composed of deodorants, toothpastes, and shampoos. The feedback was very positive, so we definitively decided to launch Endro Cosmétiques – "Endro" means nature or environment in Breton – by first expanding into organic store channels. 100, 200, 1000, 2000... The network operated on a virtuous circle model, with businesses spreading the word. We now distribute our products in 2,200 organic stores," says Boris Le Goffic with satisfaction.

Gradually, the company expanded its network thanks to e-commerce, which now accounts for 60% of its sales (between 400 and 500 orders per day), and through its entry into pharmacies in early 2023. "We are currently distributed in 300 pharmacies, with the goal of reaching 3,000," reveals the president, who calmly observes his company's sustained, structured, and self-financed growth. In five years, Endro Cosmétiques has grown from two people to 75 employees. And, from an initial 200 m² building to a 4,500 m² facility. The company, which had a turnover of 8 million euros in 2023, could exceed 14 million in 2024.

Best Pharma Product 2025

This rapid progress goes hand in hand with an expansion of the Endro Cosmétiques product range, which has ventured into manufacturing skincare products in the form of creams, serums, scrubs, and oils. "The anti-aging range is now our bestseller, thanks in particular to our new collagen serum, our latest innovation which has just been voted Best Pharma Product 2025. This is a great publicity boost that will allow us to distribute it widely in pharmacies."

"For all these products, we want customers, overwhelmingly women, to find what they need for their skin, that is 100% organic natural origin, with eco-designed packaging and at an affordable price," assures the president. The company thus offers a hydrating serum at a recommended retail price of 9.90 euros, while similar products on the market generally range between 25 and 30 euros. "We manage to make this effort on price because we manufacture it directly, whereas most cosmetic brands go through a subcontractor," reveals Boris Le Goffic, who places particular importance on the traceability of the supply chain, certified by the Cosmébio label. "We try to source our ingredients as much as possible in France. When they come from further afield, they are from fair trade channels. So we know where they are made, and by whom."

Maintain a sensory character

The Endro Cosmétiques deodorant, which remains one of the brand's flagships, is for example composed of coconut oil, corn starch, carnauba wax, and sodium bicarbonate. "Its composition allows it to have anti-odor effectiveness without blocking perspiration," specifies Boris Le Goffic, who wishes to see the company continue to expand its ranges with products that always maintain a sensory character. A leitmotif that could partly explain the success of the Côtes-d'Armor company, while the French organic cosmetics market is rather in decline. "Organic may not have focused enough on the sensory aspect of products, whereas consumers are primarily looking for something that smells good and is effective," notes Boris Le Goffic, who believes that Endro Cosmétiques also makes a difference thanks to its multi-channel activity, between organic stores, online sales, export, and subcontracting for about forty other brands, effective for two years. "Our production lines being new, automated, and in good working order, the idea was to let others benefit from them."

A diversification strategy that will allow the company to continue expanding its team, with 50 to 100 recruitments planned in the next three years. Endro Cosmétiques' activity is also expected to continue its progress abroad, as it currently distributes its products in about fifteen countries, mainly in Europe but also in Canada. 90% of its turnover is still generated in France, with 25 to 30% in Brittany. "While we already have a significant Breton audience, we want to play the local card even more. That's why we are launching, in November, an outdoor and advertising campaign in the streets and cinemas of Trégor," announces Boris Le Goffic. The great adventure should therefore continue, in Brittany and beyond.

Key figures:

Turnover: 14 million euros

75 employees

Between 400 and 500 products sold daily via e-commerce

Article published in Bretagne Economique on December 3, 2024