Powers, lip balms or healthy mascaras, in simple packaging … This is the challenge of Pace, “clean” makeup brand launched by two enthusiasts to change things, in style.
By Claire Dhouailly
Alice Roche and Pauline Grasset are not 30 years old and know each other from primary school. After following their respective paths (the first at the Paul-Bocuse Institute in Lyon, then in the hotel industry as a manager, the second in business school in Canada, before expatriating in Singapore in the sector of optics), they found themselves around a subject that fascinates them: makeup.
“One day, on a train, we began to speak” beauty “as in the era of boarding school … We mentioned the American brands of makeup” clean “which seduced us and which we could not find No French equivalent, “says Alice Roche. We are then in January 2020, the discussion comes alive and the two young women challenged themselves: create their own makeup line with healthy products. “We started by studying the market for a few months, to see if there was room for such a brand, and clearly there were. Despite the pandemic that had started and confinement, we went,” explains Pauline Grasset.
essentials all ages
They surround themselves with a cosmetologist consultant, probe the rare make -up laboratories that exist in France and attack the research and development phase, in a context not so unfavorable. “The pandemic having put a halt to a lot of projects, the labs had time to grant us,” recalls Alice Roche.
Three products scratched PACE (a combination of the letters of the founders of the founders) were born in December 2021: a mascara, a tinted lip balm and sun powder. Essentials that attract women of all ages, attracted by natural formulas and a dimension of care. Alice Roche specifies that “the products are also designed to offer makeup ranging from ultra-natural to the most sustained, if we superimpose the layers”. Available online and in certain points of sale, in Paris but also in Lyon, Marseille, Montpellier and Nice, the Pace brand, which wants to anchor in a global approach, should soon be closer to a fashion label that looks like it .