Biologique Recherche opens the first American flagship store in Los Angeles

As a beauty and shopping editor, I’ve tried my fair share of brands over the years, but admittedly hadn’t tested the French skincare brand‘s coveted product line until recently. Biological Research. Adored by celebrities like Iman, Rosalía, Demi Moore, Victoria Beckham and more, the cult skincare line was previously only available at select spas and retail outlets, and recently launched its own members-only trading platform last November.

“Biologique Recherche is especially famous in the United States thanks to the P50, it is this cult product that has just exploded”, explains general manager Margot Humbert. BAZAAR.com. “Of course, the product is sold by our partners and customers, but there were few places in this country where consumers could discover Biologique Recherche.”

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While the brand is thrilled with the resounding success of P50, they also understand the importance of making buyers understand that Biologique Recherche is more than just a product. “Brands often present their DNA through product distribution, online platforms and stores, for those who have it. And I think we’re at a point where we’re ready to help people understand that BR is more than P50 – there’s actually a long history behind the brand, with a deep understanding of the skin,” says Humbert.

Founded in the late 1970s by the biologist and physiotherapist duo Yvan and Josette Allouche, Biologique Recherche has cemented its reputation for effectiveness with a personalized and active approach to skin care. The idea of ​​building the brand’s Embassies – which are currently in countries like France, Asia and now the United States – was conceived by Yvan as the physical embodiment of the Biologique Recherche experience, similar at a country’s embassy. The brand’s first Ambassade opened in 1992 in Paris on the Champs-Élysées and continues to serve as a model for each subsequent location.

Zoom on a treatment room at the Biological Research Embassy in Los Angeles.

Biological Research

biological research beverly hills embassy launch 2022

Biological Research

“The demand for our brand on the West Coast is quite high,” says Dr. Philippe Allouche, director of research and creation at Biologique Recherche, who is also the son of the brand’s founders. “Our growth in this country at first was very slow – the establishment of an Embassy [in California] and locations around the world was a decision of the brand partners to increase awareness and maintain quality control, which is very important to us.”

The sleek two-story Los Angeles outpost features stunning design details, like a gilded front desk and warmly lit glass storefronts, inspired by one of Philippe’s former Paris apartments. “Interior designers are good friends of mine, and one asked me, ‘Do you remember when I came to a party at your apartment years ago?'” he. “I tried to recreate that feeling I had by taking the high ceilings and the marble work. So the space is influenced by a bit of European designer with a touch of LA.”

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Besides the obvious opulence and prestige, the Biologique Recherche experience is also based on a unique three-stage methodology – the assessment stage, the initialization stage and the treatment stage – which also help to adapt brand’s popular hair, skin and body treatments to every customer. “Going step by step and in order is serious business for us; we use great technicians to provide a complete diagnosis to our consumers,” continues Philippe. “Biologique Recherche is not a product story, it’s not a story of trends, but a skin story, period.”

During my visit to the Los Angeles flagship, I experienced one of the brand’s personalized facials from start to finish, starting with an analysis of my skin by expert Biologique Recherche esthetician Elizabeth Lampell. After answering a short series of questions about my skin tone conditions using the brand’s Skin Instant Lab, a five-tool diagnostic assessment that monitors details like hydration and sebum production, Lampell is moved to the initialization stage, where she and Philippe recommended a number of products (including Lotion P50W) specifically tailored to the needs of my combination skin.

Joanna Czech

Exfoliating Toning Lotion P50W

Biological Research
joannaczech.com

$250.00

While the treatment stage was probably my favorite phase of the entire brand experience, I appreciate the time and effort that Biologique Recherche puts in overall to ensure long-term skin health and radiance. “I’ve been in beauty all my life and worked on brands that immediately followed trends and chased after everything,” says Humbert. “Biologique Recherche’s very different message is that consistency is what gets the best results. I think that’s an essential element that a lot of people have overlooked because we’re so bombarded with new products and the thirst for get the next exciting thing.”

biological research beverly hills embassy launch 2022
The Skin Instant Lab tools from Biologique Recherche.

Tiffany Dodson

biological research beverly hills embassy launch 2022

Tiffany Dodson

Like its thoughtful approach to its treatment options, Biologique Recherche takes the same care and consideration in crafting its product line from the start. “When we find out what might be the next active ingredient to use in a product, we have a tribunal of about five people who decide whether the ingredient passes or not,” Philippe explains. “Then the court comes to me with each side of the argument, and I have the final say. I had to redo the P50, as I found the original 1970 P50 to be too harsh,” he notes. he about Biologique Recherche’s cult treatment.

“Each brand has quality control, but I can say that we are on another level with control and decision-making,” continues Philippe. “We generally follow the pathophysiological model of the products – what’s going on, what the skincare problem is – and try to improve every angle. That’s how our products are made, with an attempt to align different aspects for the most optimal results – we’re obsessed with results.”

biological research beverly hills embassy launch 2022

Biological Research

Now that Biologique Recherche is readily available to new and existing customers in the United States, Humbert has high expectations for the continued success of the brand. “People who live in the neighborhood have come from off the street to let us know that they’ve seen the scaffolding and the canopy and they’re so excited,” she says. “People who know the brand never thought that we would open our own shop here. At the moment we mainly receive loyal customers and those who know the brand, but we hope that the Embassy will allow others to discover it more easily. as well.”

Biologique Recherche’s Los Angeles Embassy is open for personalized treatments, with products available for purchase in-store or online at mybr.com, shoprescuespa.com and joannaczech.com.

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