LVMH Recherche – Strategy and ingredient assessment

Strategy consolidation and cosmetic ingredients assessment

Facing a growing demand for natural cosmetics, LVMH Recherche requested ORIGEM expertise to define its positioning and strategy in terms of naturalness for its ingredients and cosmetics formula.


  • As there is no regulation regarding natural claims, key landmarks were established first:
    • Comparison of existing standard (ISO) and certifications (COSMOS, Natrue, NPA etc.) in Europe and worldwide
    • Benchmark of a selection of competitors’ brands positioned as ‘Natural’ on the market
    • Discussion with key stakeholders including suppliers
  • Structure the positioning in terms of natural cosmetics: preparation of an internal framework defining requirements and guidelines both for raw materials (origin, processes) and formula (synthetic ingredients content, prohibited ingredients)
  • Assess raw material portfolio through a questionnaire for suppliers


The Group now benefits from a precise positioning in terms of natural cosmetics allowing to:

  • Assess raw material against its requirements
  • Formulate products respecting its rigorous internal specifications
  • Foster the dialogue with suppliers for the development of natural raw materials