L’Occitane Group, the manufacturer and distributor of naturally positioned brands including L’Occitane en Provence, Melvita, and Erborian distributed in 3,000 points of sale in 90 countries, has launched an incubator called Obratori located in Marseille, France.

“The L’Occitane Group has always been keen to initiate entrepreneurship and perpetual renewal, it’s in our DNA,” said Reinold Geiger, chief executive officer of the company, in a statement. “The creation of start-ups around the world is an economic revolution whose consequences will be seen very quickly. They have become the most important actors in the entrepreneurial system.”

The start-up studio is for 12 beauty and well-being brands at a time with 108 workstations. The program is 23 months where the business can use the workspace and the internal resources of mentors and other experts.

“The start-ups sought are those in cosmetics and wellbeing, as well as in the digitalization of solutions for retail and early growth, which require technical, financial, commercial, marketing or other support,” L’Occitane said in the statement. “The blend of product, digital and other start-ups is a must-have, according to Obratori, to jointly develop strong synergies of innovation and to explore new concepts, ideas, products, services and brands.”