Endro Cosmetics. The Breton company records a remarkable growth

The adventure began in 2019 as a personal initiative. “ My partner, Marion, was looking for a deodorant that was both effective and natural. Not finding 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 general manager) began offering her products to those around her, who kept asking for more.She then spends all her evenings developing deodorants. The success is such that the couple, originally from Ploumilliau, considers launching their business. At that time living in Bordeaux, they decide to return to Brittany to start their business in the Lannion area. “ We first distributed our products at the Trégor markets. Starting with a range focused on hygiene, consisting of deodorants, toothpastes, and shampoos. As the feedback was very positive, we definitely decided to launch Endro Cosmétiques – “ Endro ” meaning nature or environment in Breton – starting by developing in organic store networks. 100, 200, 1000, 2000… The network worked on the model of a virtuous circle, with stores spreading the word. We now distribute our products in 2,200 organic stores ,” says Boris Le Goffic with delight.

Little by little, the company is expanding its network thanks to e-commerce, which now accounts for 60% of its sales (between 400 and 500 orders per day), and by entering pharmacies at the beginning of 2023. “ Today, we are distributed in 300 pharmacies, with the goal of reaching 3,000 ,” reveals the president, who observes with confidence the sustained, structured, and self-financed growth of his company. In five years, Endro Cosmétiques has grown from two people to 75 employees. And, from an initial building of 200 m², it has expanded to 4,500 m² of space. The company, which had a turnover of 8 million euros in 2023, could exceed 14 million in 2024.

Best Pharma Product 2025

A meteoric rise that goes hand in hand with an expansion of the Endro Cosmétiques product range, which has started manufacturing skincare products in the form of creams, serums, scrubs, and oils. “ The anti-aging range is now our best-seller, thanks in particular to our new collagen serum, our latest innovation which has just been voted Best Pharma Product 2025. A great publicity boost that will allow us to distribute it significantly in pharmacies. »

« For all these products, we want our customers, the vast majority of whom are women, to find what they need for their skin, which is 100% natural and organic, with eco-designed packaging and at an affordable price », assures the president. The company thus offers a moisturizing serum at a recommended retail price of €9.90, while similar products on the market are generally priced between €25 and €30. « We are able to make this effort on price because we manufacture it directly, whereas most cosmetic brands use 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 away, they are sourced from fair trade channels. We therefore know where they are made, and by whom. »

Maintain a sensory character

The Endro Cosmétiques deodorant, which remains one of the brand's flagship products, is for example composed of coconut oil, corn starch, carnauba wax, and sodium bicarbonate. « Its composition allows it to be effective against odors without blocking perspiration », explains Boris Le Goffic, who wishes to see the company continue to expand its ranges with products that always maintain a sensory character. A guiding principle that could partly explain the success of the Côtes-d'Armor-based company, while the French organic cosmetics market is rather declining.« Organic products may not have paid enough attention to the sensory aspect of products,  while consumers are primarily looking for something that smells good and is effective ,” notes Boris Le Goffic, who believes that Endro Cosmétiques also stands out thanks to its multi-channel activity, including organic stores, online sales, exports, and subcontracting for around forty other brands, which has been in place for two years. « Our production lines are new, automated, and in good working order, so 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 hires planned over the next three years. Endro Cosmétiques' business is also expected to continue its growth 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, of which 25 to 30% is in Brittany. « While we already have a significant Breton audience, we want to further emphasize our local presence. That is why we are launching, in November, an 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 every day in e-commerce

Article published in Bretagne Economique on December 3, 2024