PARIS – Oh My Cream has acquired Atelier Nubio, the French natural nutritional supplements and collagen broth brand, bringing the beauty retailer further into the wellness space.
Financial terms of the deal were not disclosed.
Nubio, a clean beauty brand with product formulas made with France-grown botanicals, was founded in 2014 by Claire Nouy and Gabrielle Rotger. It launched with juice cleanses. (Nouy that year wrote to Oh My Cream founder Juliette Lévy Cohen to see if she wanted to try the cleanses – she did – and chef Alain Ducasse quickly snapped them up for the tony Hôtel Plaza Athénée and Le Meurice.) The brand segued into supplements and collagen broths in 2019.
“This new chapter helped us to scale and enter Oh My Cream shops,” Nouy said. That was in 2021, and very quickly the brand became the number-one supplements label at Oh My Cream, which is based in Paris.
Oh My Cream
Courtesy of Oh My Cream
Fast-forward, and Nubio now has about 15 different supplements, two broths and a small range of accessories. Its bestseller is On veut…un ventre plat de naïade (or We want…a mermaid’s flat stomach), liquid supplements with ingredients like mint and fennel coming in glass vials. The collagen broth is the second top-seller, while third is the Duo Skin Detox, capsules for skin care.
Today, Nubio is also stocked in various French concept stores, pharmacies, spas, as well as other types of beauty sellers. Altogether the brand, with prices ranging from about 30 euros to 50 euros, is in approximately 30 doors.
Nubio was placed into receivership earlier this year, and the Paris commercial court formally approved the brand’s sale to Oh My Cream today.
Lévy Cohen has always been a proponent of holistic beauty and had a long, successful partnership with Nubio. So when she heard it was up for sale, Lévy Cohen and Albain Gerard, a partner at Experienced Capital – the fund with a 41 percent stake in Oh My Cream, and a stakeholder alongside Eutopia – decided to pounce on the opportunity.
“We had both been in love with the brand,” said Lévy Cohen.
“Even before being an investor in Oh My Cream, I was a long-time client of the cleansing juices,” Gerard revealed, adding he and Lévy Cohen are both fans of Nubio’s “unique holistic positioning.”
“And we believed so much in the wellness category that is at Oh My Cream one of the most dynamic categories in terms of sales and products, we really wanted to address more customers,” said Lévy Cohen.
This is not the first time Oh My Cream made a purchase in the ingestibles space. In 2023, it acquired Combeau. At the time of that transaction, Combeau’s annual sales were less than 100,000 euros. Today, they’ve been multiplied by about 10. Nubio’s, meanwhile, are a couple of million euros.
Claire Nouy of Atelier Nubio.
Courtesy of Oh My Cream
“We thought it’s the right time for us to consider buying another supplements brand, because we believe so much in the category,” said Lévy Cohen. “We know how to make brands successful at Oh My Cream, and we feel Atelier Nubio is very different from what we have with Combeau.”
She considers them complimentary. “Combeau is about patented active ingredients with results that are proven by clinical studies,” said Lévy Cohen. “Nubio is all about bringing freshness, amazingly sensorial beauty and wellness rituals into your home, with an incredible expertise in terms of building formulas around plants that are harvested mostly in France.
“The brand was amazingly inspiring, and our customers loved it,” she said. “We thought this is an amazing opportunity for us, and we have to do it, because there are still so many things to do with this incredible brand.”
Up first is to work on Nubio’s assortment, with new products upcoming soon. The plan is also to leverage Oh My Cream’s expertise in communications, public relations and influence, to increase brand awareness.
Juliette Levy Cohen, founder of Oh My Cream.
Courtesy of Oh My Cream
“At Oh My Cream we consider ourselves as a brand-builder,” said Lévy Cohen.
Another initial focus will be on Nubio’s business at the retailer and on the brand’s online store. “Maybe after a year or two, we can look at expanding its distribution,” she said.
“Atelier Nubio perfectly fits and completes Oh My Cream’s ecosystem and is a fantastic addition to our own portfolio of expert brands,” said Gerard, of the retailer that has private label skin care within its multi-brand offer. “We all definitely look forward to further expanding the brand journey.”