French fancies: What Matters

Today’s company was only founded recently but has certainly hit on a winning formula.I’m a huge fan of subscription models, both for entrepreneurs and consumers. My beloved and I buy a number of products that we use daily in this fashion.

Serial entrepreneurs Charlotte Catton and Franck Ladouce founded the French eco-friendly beauty and home care brand What Matters in September 2020 to change consumption of everything from face care to laundry detergent, with 18 products and 60 references, all made in France. Its certified organic formulas are packaged in trademarked and patented Reinforced Glass bottles and priced from €6.80 to €22.

Catton, a cosmetics specialist who previously worked for Guerlain and Verescence,  the latter manufactures the safety glass bottles in which the What Matters products are offered. What Matters is Catton’s third entrepreneurial project, the last one being Keneo, a sports event agency she founded alongside Franck Ladouce and which they sold to finance the launch of What Matters. She explains:

We launched the brand almost two years ago with the huge ambition of changing people’s way of consuming product – from skincare to hygiene – through pleasure, rather than a focus on environmental concerns.


Consequently, the company is not targeting the 5% of people who already use similar products, but rather the 80% who would like to change their consumption habits and who don’t really know how to go about it.

The range of products were initially launched via the company’s webshop, gorgeously scented, organic, very Instagrammable offered in design-led, refillable containers in reinforced glass decorated with an intertwining W and M. Once the bottle is finished, customers can then buy refills, a system that reduces the use of plastic by 70% and is more cost effective.

In addition the company offers a recurring ordering system, not dissimilar to Nespresso, to save customers’ time and money.

More recently, What Matters has focused on having a physical presence. You’ll find the brand at Maison Plisson, Maison Empereur in Marseille and a corner in the heart of Printemps de la beauté in Paris. The latter is a vast space, previously occupied by Clinique, resembling an apartment, where What Matters stages its offering.The brand is looking to increase its in-store presence in other shops, pharmacies and supermarkets

On its Instagram account, What Matters has a significant number of subscribers, because social media is its first line of customer acquisition. In its first year of operation What Matters captured 21,000 customers, almost half of whom became repeat customers, and sold 230,000 products.

More recently the brand has raised additional funds to accelerate growth and expansion into new categories, brick-and-mortar retail, and hotels, as well as international markets. Wisely, the founders chose strategic partners for the financing and, as it grows internationally,  it will consider producing locally on each continent, in keeping with its ecological philosophy.

Images courtesy of What Matters

8 Comments on “French fancies: What Matters

  1. 💜 He looks happy EveryOne, while SHE!!! looks AMBIVALENT!!! EveryBody; just an Observation from a Bitter, Twisted Divorcee


    Liked by 1 person

  2. Pingback: French fancies: What Matters — View from the Back | Ups Downs Family History

  3. I love the packaging, it’s simple but cool looking, like something you’d want to display. I buy our soaps, laundry detergent, and dishwasher detergent from a similar type of brand in the US.

    Liked by 1 person

  4. Great post and this company is offering products that matter with the “what matters” ideology and mindfulness for environment
    Thanks for sharing

    Liked by 1 person

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