Французский бренд Biologique Recherche открыл первый флагманский магазин в Нью-Йорке

Biologique Recherche is officially setting up shop in New York. Following a successful 2025 pop-up in SoHo, the French luxury skin care brand has opened its first New York City flagship, marking the fourth Biologique in the U.S. and the brand’s 11th globally. The location — which measures 2,500 square feet and is equipped with four treatment rooms in addition to a retail shop — is the brand’s most artful location (or residence in Biologique’s lexicon) yet, designed in partnership with architecture studio Casper Mueller Kneer and led by Biologique’s new senior vice president of global creative, Wandjina Glasheen-Brown. “We were thinking how to express the power of the brand beyond the products and the treatments,” said chief executive officer Jean-Guillaume Trottier, who tapped Glasheen-Brown last year to lead a creative overhaul at Biologique. That effort will steadily manifest across updated packaging and marketing moments by the brand, but is being revealed for the first time in full force via this opening. Said Glasheen-Brown: “The thinking behind [Biologique] products has always been radical…so we wanted an environment that could be an intersection of that radical science as well as a place of worship, leaning into the cult status of our products.” Located at 132 Greene Street in SoHo, the location offers 30-minute skin health consultations which assess hydration, pigmentation, elasticity and other skin factors for a price of $50. The service menu also includes five signature facial treatments ranging from $275 for a 60-minute custom facial to $495 for a 120-minute custom facial and Soin Triple Lift firming treatment. Body treatments start at $275 for 60 minutes. “The pop-up we did confirmed that SoHo is the place to be,” said Trottier, adding that while treatments weren’t offered at the pop-up, the temporary store conducted more than 550 skin assessments and welcomed more than 2,400 clients in six months. “We are attracting a customer from a different profile, a younger customer.” The new space features several nods to Biologique’s French heritage, including the use of Parisian limestone throughout the space and a Seine-inspired blue-marble discovery bar, while other elements — including an altar of serums and a gold-leaf ceiling — lean further into the idea of a place of worship and devotion. “When you listen to the way the consumer talks about BR, it’s like they are talking about a cult — one day on Instagram I was scrolling and saw a photo montage of Jesus with a P50 bottle,” Trottier said. “Wandjina decided, in defining the creative territory of the brand, to bring some sparkles of that.” The brand has piloted this refreshed design direction at Le Bon Marché in Paris, where it launched for the first time last fall and has since climbed to the number-one skin care spot, Trottier said. Known for products like its $95 Masque Vivant and $100 exfoliating Lotion P50W, Biologique sells in more than 3,000 distribution points in the professional channel, which has been the brand’s native channel since its founding in the late 1970s by biologist Yvan Allouche and physiotherapist Josette Allouche. In the last year though, Biologique has set its sights beyond the professional channel, adding 40 new doors to its retail footprint via debuts at Bloomingdale’s, Nordstrom and other stores. Now the brand, which has a 30 percent male customer base, sells in 74 countries. “We are remaining very strategic…we are not opening in all of the Nordstroms in the world, because the business model of BR is based on high productivity,” Trottier said. While there were reports earlier this year that Biologique was exploring a potential sale process, Trottier said there “is no sales process ongoing.” In terms of near-term priorities, the brand is gearing up to introduce a sixth, facial-muscle-focused treatment to its spas in November and will be rolling out new, innovative expressions of its ethos of “creative science” to consumers, the CEO said.