From Haute‑Provence to the World, a New Chapter Where Beauty Connects People, Communities and Nature
KUALA LUMPUR, MALAYSIA -
- 30 June 2026 - L'Occitane en Provence celebrates its
50th anniversary
in 2026, marking a major milestone in its journey from the fields of Haute‑Provence to becoming a globally recognised beauty Maison. Entering this new chapter, L'Occitane unveils a
global reinvention of its brand, product collections, and customer experience
, while bringing its purpose of "
Crafting Life Ties
" to life through meaningful local activations, including the
"Maison Surprise" campaign in Malaysia
.
From Provençal Soil to a Global Beauty Maison
"The day L'Occitane en Provence was born, there was an alembic, a fire, some rosemary, and many doubts... I did not create a company - I made a gesture."
—
Olivier Baussan, Founder
Founded in
1976 by Olivier Baussan
, L'Occitane began with the simple distillation of rosemary essential oil, sold at markets in Haute‑Provence. What started as a humble, instinctive gesture rooted in respect for nature has grown into a global beauty brand present in over
90 countries
, with more than
3,000 points of sale and 8,500 employees worldwide
.
For five decades, L'Occitane has built its identity on
meaningful ties
- between plants and people, craftsmanship and science, Provence and the world. From
Lavender and Shea Butter to Almond and Immortelle
, the Maison continues to transform natural ingredients into sensorial, effective, and responsible beauty experiences.
2026: A Pivotal Year of Reinvention
As it celebrates 50 years, L'Occitane enters a new era defined by
creative renewal, product transformation, and cultural expression
.
"Half a century ago, L'Occitane was born from a simple gesture... Today, we look ahead with pride and excitement for what we will continue to build."
—
Adrien Geiger, CEO, L'Occitane en Provence
Reimagining the Brand and Creative Vision
Rooted in the dual heritage of
nature and culture
, L'Occitane reinterprets its Provençal identity through:
- A renewed creative direction across campaigns and retail
- A deeper dialogue with art and cultural expression
- The launch of initiatives such as the Prix Cultures, supporting emerging creative talents linked to Provence
In parallel, Founder Olivier Baussan unveils a
new book
, sharing a poetic reflection on the human and sensory journey behind the Maison's origins.
A Complete Product Reinvention (2025–2027)
L'Occitane is undertaking a
full redesign of its product portfolio
, enhancing sensoriality, performance, and design.
Key Transformations
- Fragrance Relaunch: Flora Orchestra introduces a new olfactory identity
- Body Care Icons Reimagined:
- Karité Confort (Shea Butter)
- Amande Sublime (Almond)
- Home Collection Redesign: Apothecary-inspired soaps and diffusers
- Future Innovation (from 2027):
- Divine Cream
- Reset Serum
- Repairing Shampoo
This transformation reflects L'Occitane's continued commitment to
combining botanical expertise, advanced science, and elevated sensorial experiences
.
A Renewed Identity and Experience
Beyond products, L'Occitane is reimagining:
- Store and spa concepts
- Digital and campaign identity
- Global retail experiences, including Provençal-inspired pop-ups
These initiatives bring to life the
sensory richness and art de vivre of Haute-Provence
in a more immersive and contemporary way.
A Stronger Commitment: Crafting Life Ties
At the heart of this reinvention is L'Occitane's reaffirmed purpose:
Crafting Life Ties
.
This commitment focuses on strengthening:
- The relationship between people and communities
- The connection between humans and nature
- A more responsible and regenerative approach to beauty
Backed by decades of action from
fair-trade sourcing and biodiversity preservation to circular packaging and B Corp™ certification
- the Maison continues to drive positive impact globally.
2026 also marks:
- 20 years of the L'Occitane Foundation
- 25 years of L'Occitane Spas
Celebrating 50 Years in Malaysia: Maison Surprise by L'Occitane
In Malaysia, this global milestone comes to life through "
Maison Surprise
", a nationwide celebration designed to thank and engage the L'Occitane community.
Activation Highlights
- 20,000 complimentary gifts distributed to members
- Available to new and existing members, no purchase required
- Activated across 6 key locations:
- 1 Utama
- Sunway Pyramid
- IOI City Mall
- The Gardens Mall
- AEON Tebrau City
- Gurney Plaza
At the heart of the campaign are
interactive vending machines
, transforming everyday retail moments into
unexpected, joyful experiences
.
Each interaction offers:
- Complimentary L'Occitane products
- Exclusive vouchers for continued discovery
A Celebration of Community, Generosity and Connection
More than an activation, Maison Surprise reflects the values that have defined L'Occitane for 50 years:
- Generosity
- Human connection
- Community engagement
It celebrates the Malaysian community that has been part of the brand's journey while reinforcing its purpose of
bringing people closer to one another and to nature
.
Looking Ahead: The Next 50 Years
As L'Occitane enters its next chapter, it does so with a renewed ambition: to create beauty that is not only sensorial and effective, but also
a force for connection, empowerment, and positive change
. From Provence to Malaysia and beyond, L'Occitane continues to build a world where
beauty becomes a bridge between people, cultures, and the natural world
.
Hashtag: #LOccitaneMY #LOccitaneEnProvence #50Years
https://my.loccitane.com/
https://www.tiktok.com/@loccitanemy?lang=en
The issuer is solely responsible for the content of this announcement.
L’Occitane en Provence
L'Occitane en Provence is a premium beauty brand founded in 1976 in Haute-Provence, France. Inspired by the region's rich biodiversity and culture, the brand creates skincare, fragrance, body care, and home products using high-quality botanical ingredients.
Today, L’Occitane operates:
- 3,000+ boutiques worldwide
- 100 spas
- 2,500 partner hotels
- Le Couvent des Minimes, its flagship hotel and spa
The L’Occitane Group is a B Corp™ certified company, committed to sustainability, biodiversity, and community impact.
