Launch Date: December 2021
Geography: Paris, France
Founders:
2026 Full Year Projected Revenue: $30M - $50M, according to industry estimates
Primary Category: Tools/Devices
Other Category: Haircare
Funding: Friends and Family
Primary Distribution Channel: DTC
Other Distribution Channels:
Key Retail Partners:
Key Markets:
2026 Projected Offline Distribution Points: 500
La Bonne Brosse is the best-kept secret among French women who know that the true key to beautiful, healthy hair lies in one simple ritual: daily brushing. More than a gesture, it’s a transformative act of self-care; a few mindful minutes that can increase hair density, restore lasting shine, and nurture the scalp’s natural balance.
Handcrafted with love in Paris, each La Bonne Brosse combines timeless French savoir-faire with dermatological expertise. Our eco-designed brushes are made to respect every hair type and scalp, turning an everyday habit into a sensorial moment of beauty and well-being.
At the heart of our philosophy is the belief that brushing isn’t just about styling; it’s about stimulating, protecting, and cherishing your hair from root to tip. The feeling is as addictive as having radiantly healthy, lustrous hair that only gets better with time.
La Bonne Brosse invites you to rediscover this simple Parisian ritual—an effortless path to stronger, shinier hair and a calmer mind. Because true beauty begins with care, and care begins with a brush.
Insights: Flore des Robert and Pauline Laurent, Co-Founders
Why now and why you?
In a world where beauty routines are increasingly fast, digital, and product-driven, La Bonne Brosse reintroduces the power of simplicity, ritual, and self-connection. Consumers are turning away from overconsumption and seeking authenticity, quality, and sustainability—especially in beauty. Hair health, scalp care, and mindful self-care have become the new frontiers of wellness.
Now is the moment to return to the essential: a single, beautifully crafted object that transforms daily life. The humble hairbrush—long overlooked—is being rediscovered as a wellness tool. La Bonne Brosse stands at the heart of this movement, bridging timeless French elegance with modern science and conscious design.
We are two passionate women united by a shared vision: to bring meaning, pleasure, and purpose back to beauty. Pauline, with deep expertise in luxury and communication, and Flore, with years in the beauty industry and business development, combine complementary skills and a shared sensitivity to detail, craftsmanship, and well-being.
Our mission is personal, born from our own discovery of how daily brushing can transform not only hair, but mood and confidence. Together, we’ve created La Bonne Brosse: made with love in Paris, rooted in authenticity, and built to last for women who believe that true beauty starts with care.
What fuels your competitive advantage?
La Bonne Brosse stands apart by turning a forgotten daily gesture into a transformative beauty ritual. While most brands focus on products, we focus on education, emotion, and habit, teaching that brushing is the secret to a healthy scalp and radiant hair.
Our strength lies in the harmony between French craftsmanship and scientific expertise. Each brush is made with love in Paris, combining eco-responsible materials, elegant design, and dermatological precision. The result is a tool that delivers both pleasure and long-term results—increased density, restored shine, and a renewed sense of well-being.
We embody sustainable and emotional luxury, creating timeless objects that respect the planet as much as they honor beauty.
Finally, we unite complementary expertise in luxury branding and beauty innovation. Our shared vision, authenticity, and attention to detail infuse the brand with meaning and credibility.
What’s your proudest accomplishment to date?
We’re most proud of having transformed a simple, everyday object—the hairbrush—into a cult beauty ritual and a symbol of mindful self-care. In just a few years, La Bonne Brosse has become the best-kept secret of French women, embraced by top hairstylists, editors, and conscious consumers who believe that brushing is the foundation of beautiful, healthy hair.
What began as an idea between two friends—to bring meaning and quality back to beauty—has grown into a love brand recognized for its authenticity, craftsmanship, and results. Each brush is made with love in Paris, reflecting our commitment to local production, sustainable design, and excellence in every detail.
We’ve built a community of loyal customers who describe brushing with La Bonne Brosse as addictive; a small, daily ritual that transforms not only hair, but confidence and well-being.
Our proudest achievement isn’t just the awards or media acclaim; it’s knowing that we’ve inspired thousands of women to reconnect with themselves through one simple, beautiful gesture.
What is the one thing you wish someone had told you?
We wish someone had told us that building a brand you truly believe in is as much an emotional journey as a business one. That passion, intuition, and resilience matter just as much as strategy and numbers.
When we started La Bonne Brosse, we thought we were creating a beautiful object, but what we really built was a movement, one brushstroke at a time. What no one told us is how personal it would feel: every design decision, every customer story, every small victory touching us deeply. The highs are exhilarating, but the lows test your conviction in unexpected ways.
We also wish someone had told us that success takes time and that’s okay. Crafting something meaningful requires patience, courage, and the willingness to grow alongside your brand.
Most of all, we’ve learned that staying true to your values—quality, sincerity, kindness—is the greatest long-term advantage. When you lead with authenticity and care, people feel it.
La Bonne Brosse was born from love and intuition. We now know that’s our greatest strength.
What would you tell your past self before starting this journey?
Trust yourself, and trust the process. The path won’t be linear, but every challenge will shape something beautiful. Don’t rush; great things take time, especially those made with love. Follow your intuition; it knows the way. Perfection isn’t the goal, authenticity is. Stay true to your values, even when it’s hard. Remember why you started: to bring meaning and care back to beauty. You’re not just creating a brush; you’re creating a ritual, a movement, and a little piece of happiness that will last.
What does success look like in the next 3-5 years?
Success means seeing La Bonne Brosse become a global symbol of conscious beauty—the brush every woman loves and keeps for life. In 3-5 years, we envision a brand that continues to grow beautifully yet responsibly: expanding internationally, diversifying into scalp and hair wellness, and deepening our community of loyal advocates. True success is staying authentic while scaling—preserving our Parisian soul, craftsmanship, and purpose. If every brush inspires someone to slow down, care more, and feel beautiful naturally, then we’ve succeeded.
What's one industry trend that is overhyped, and what's being overlooked?
The beauty industry is obsessed with instant results—new serums, supplements, and miracle treatments promising overnight transformation. That’s the overhyped trend: quick fixes over long-term care. What’s being overlooked is the power of consistency and ritual—simple, daily actions that truly transform hair and well-being. Brushing, once seen as ordinary, is in fact a foundation of scalp health and beauty. At La Bonne Brosse, we’re bringing attention back to what really works: mindful gestures, quality craftsmanship, and products made to last, not to replace.
How do you think the industry needs to evolve?
The beauty industry needs to slow down; to move away from overconsumption and constant novelty and toward education, authenticity, and longevity. Consumers no longer want more products; they want better ones made with intention and respect for the planet. Beauty should nourish, not exhaust. At La Bonne Brosse, we believe the future lies in rituals, not routines—mindful gestures that connect us to ourselves. The industry must celebrate simplicity, craftsmanship, and true effectiveness over marketing noise. Real beauty is sustainable, emotional, and rooted in care.
If you could wave a magic wand, what one wish would you make for your business?
If we could wave a magic wand, we’d wish for every woman—everywhere—to rediscover the power of brushing. To turn a simple daily act into a moment of self-love, calm, and confidence. We’d love La Bonne Brosse to become a lifelong companion: a beautiful, sustainable object that changes the way people care for their hair and themselves. Our wish is to keep growing with authenticity, to stay true to our Parisian roots, and to inspire a global movement where beauty begins with care—and care begins with a brush.
