Brand History
In its early days, L’OCCITANE en Provence—or simply L’OCCITANE—was not a brand with particularly high-end or luxurious origins. On the contrary, it began with a simple, handmade distillation apparatus and bottles of rosemary essential oil sold at markets in Provence in 1976. Starting from such simple beginnings and driven by a passion for fragrance, Olivier Baussan successfully expanded his “market” to include other products such as soap and skincare items. In less than five years, by 1981, he officially opened his first store in Volx, Provence.
And in the late 1990s, the name L’OCCITANE en Provence was officially born, marking a milestone in the brand’s expansion into the international market. Today, L’OCCITANE is present in over 90 countries with more than 3,000 retail locations, including Vietnam.
Combining Traditional Ingredients and Modern Science
Because the brand originated from bottles of pure, natural rosemary essential oil, L’OCCITANE continues to this day to source high-quality ingredients from Provence. This commitment to quality is reflected in the brand’s selection of ingredients, which must ensure clear traceability while collaborating with local farmers to guarantee sustainable development for both the economy and society.
However, to deliver the best possible results for consumers, L’OCCITANE does not rely solely on traditional processing methods but also incorporates modern extraction technology (biotechnology) into its production. This approach allows the products to retain their traditional character while ensuring high quality and effectiveness.
Environmental and Social Responsibility
In addition to sourcing ingredients from local farmers, L’OCCITANE partners with farmers in Burkina Faso and Ghana, creating jobs for over 10,000 women. Furthermore, the brand has earned recognition for adding Braille to its packaging since 1997, making it easier for the visually impaired to access and use its products.
L’OCCITANE has made significant contributions to environmental protection and earned B Corporation certification—one of the world’s leading green business certifications in 2023. The brand consistently uses recycled packaging and prioritizes clean energy in production to minimize waste and limit negative impacts on ecosystems. As of 2025, L’OCCITANE has saved 200 metric tons of plastic thanks to its reuse and refill system.
A Resounding Reputation
Over more than five decades of growth, L’OCCITANE now has approximately 3,000 retail locations spread across 90 countries, accounting for 2% of the global cosmetics market. And although it is a brand with French origins, L’OCCITANE has achieved what few cosmetics brands have managed to do. The brand has consistently ranked number one in body care and hand care products in Asia and number one in skincare products in the Mediterranean region.
With its signature floral scents and powerful moisturizing properties, L’OCCITANE has won over not only Asian consumers but also customers worldwide.
However, the brand’s growth doesn’t stop there; it continues to expand day by day, particularly following its successful partnership with Vanity Group in 2024. This partnership with a global leader in the amenity industry marks a major milestone for the French brand, enabling it to enter the market for producing amenities for international luxury hotels and resorts.
Although it has only recently joined the “Vanity Group family,” L’OCCITANE has already launched numerous exclusive amenity collections featuring a variety of unique scents. Each collection possesses its own distinctive character and personality, designed to provide guests with the most wonderful stay experiences. So, what do these collections include, and what makes them special? Let’s find out in the upcoming article.