Diptyque launches home care range
In the last two years, a long series of lockdowns have forced consumers to clean and polish their homes like never before. A major underlying trend that caught the eye of beauty brands like French fragrance and home decoration specialist Diptyque, which has launched a line of home care products called La Droguerie.
Diptyque was founded in 1961, and bought in 2005 by the Manzanita Capital investment fund, owner among others of Byredo and Malin+Goetz. The La Droguerie line includes an orange blossom-scented washing-up liquid (priced at €35) that comes with a cleaning brush, a vinegar-based multi-surface cleaner (€35), a beeswax treatment milk for leather and wood, a cedar wood pomander to keep moths away from wool and textiles, and finally one of Diptyque's signature products, a basil scented candle.
The products’ formulations are 99% made using natural or naturally sourced ingredients, and are biodegradable. Except for the scented candle, all the products are certified by Ecocert. The containers are made in recycled glass and can all be refilled using cartridges made in 100% recyclable plastic. The products’ scents have been developed by fragrance designer Olivier Pescheux.
The home care products market is undergoing a major transformation. In recent months, a number of new players, including high-end and digital ones, have launched on this huge market, until now monopolised by mass-market retailers and major groups. For example, brands like What Matters, launched in September 2020, which recently raised €4 million in capital, and Agua Blanca, a personal and home care e-tailer founded by two former executives of French fashion resale site Vestiaire Collective.
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