Founded in 2004 by Mi-Ryung Beilvert, Qiriness opened a new chapter in its story in October 2023, when it was purchased by the LaP group headed by Gilles Nouailhetas and Jean-Marie Total. The new owners deployed an ambitious recovery plan designed to clarify the brand’s identity, reassert its skincare expertise, and highlight its sensorial nature with immersive experiences inspired from Korean spa rituals, with a view to boost its development on the global scale.
Right after the acquisition, the LaP group initiated a detailed analysis of the brand, conducting a consumer survey and a study on the keys to success, and identifying differentiating factors. This work laid the foundations for a new brand platform launched as soon as 2025 with a core promise: “restore the skin’s balance”.
This strategic refocusing move goes with the development of a brand new body range called Qi – vital energy in traditional Chinese medicine – whose launch is scheduled between June and December 2025, and with the gradual reformulation of – almost – all the brand’s products.
The new formulas feature both the latest advances of French biotech and flagship ingredients derived from hanbang, i.e. Korean traditional medicine, while remaining true to Qiriness’s DNA: at least 95% ingredients of natural origin. By the end of 2026, all items will be repacked with a more modern design displaying the main actives in the formulas. This strategy is in line with the expectations of well-informed consumers eager for transparency and efficacy, in particular in the anti-ageing segment, which accounts for 65% of the brand’s sales in France.
Gaining ground in the body segment
The development of a body line is not a coincidence for Qiriness. “We believe there is a place for us in the perfume market, in particular in the body care segment, because the offering is still limited,” explains Nouailhetas.
By early 2026, about twelve items will be featured in this collection, including a body milk, an oil, a deodorant, a shower oil, and exfoliating granita, the flagship product being the energising, revitalising Eau de Peau Qi launched in early June 2025 and created by perfumer Christophe Raynaud (Givaudan).
The brand clearly adopted a holistic approach, including for projects to deploy the range in 5-star hotel spas and premium yoga studios. The body line will also be available in the 400 stores of the Marionnaud selective network, the brand’s historic partner, as well as in about 60 select pharmacies and parapharmacies, and of course, online, on Qiriness’s website, Marionnaud’s, and a few partner pharmacies’.
Next move: export
Already present in 23 countries and over 2,500 points of sale, Qiriness is experiencing strong growth in Germany and Italy. The brand aims to be available at 500 other pharmacies by the end of 2025, in each of these markets. In addition, it intends to strengthen its presence in China and has engaged in discussions with specialised distributors for Japan. Although Qiriness still achieves 60% of its sales in France, it is now focusing its efforts on growth on the global level. Contractually bound to Marionnaud by an exclusivity agreement in France, the brand has now placed exports at the heart of its expansion strategy.
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