Oh My Cream Acquires Naturisimo
Oh My Cream, the coveted French beauty concept store known for its clean skincare and wellness offering, has announced the acquisition of Naturisimo, the UK-based e-retailer that specialises in sustainable and ethical beauty. The deal marks a significant step in Oh My Cream’s international growth strategy, accelerating its expansion in the UK and reinforcing its ambition to become Europe’s leading clean beauty brand.
Founded in 2013 by Juliette Lévy, now CEO, Oh My Cream launched with a mission to demystify skincare and promote clean, effective products. Positioned as an expert-led alternative to traditional beauty retail, the brand quickly gained traction for its selection of niche, transparent, and high-performance skincare. Over the past decade, it has expanded from its flagship store in Paris to a growing network of boutiques across France, Belgium, and the UK.
Oh My Cream operates three London stores — in Notting Hill, Chelsea, and Marylebone — and plans to open up to three more by the end of 2025. The acquisition of Naturisimo bolsters its UK e-commerce presence and aligns with the brand’s broader omnichannel growth strategy.
“This acquisition is a unique opportunity to bring Oh My Cream’s philosophy and curated clean beauty offering to a wider British audience,” said Lévy. “Naturisimo’s community shares our values and passion for expert-led, effective, and desirable beauty. We’re thrilled to welcome them into the Oh My Cream universe.”
Since its launch in 2008, Naturisimo — founded by Robert and Sophie Wills — has built a devoted UK community of conscious consumers through a trusted edit of clean, sustainable, and ethical brands. The acquisition will see Naturisimo’s website redirect to ohmycream.co.uk in mid-May, offering customers a seamless transition and access to Oh My Cream’s wider range of products and editorial-led expertise.
Naturisimo’s clean ingredient policy and sustainability ethos will be upheld under Oh My Cream’s ownership. Customers will also gain access to premium brands not previously offered by Naturisimo, including Victoria Beckham Beauty, Goop, Violette_FR, and Herbivore Botanicals, as well as Oh My Cream’s own ranges. In turn, Naturisimo favourites such as Innersense, Evolve, Dr. Hauschka, and Wild Nutrition will now be available through Oh My Cream’s UK platform.
“Naturisimo has always stood for clean, conscious beauty and a customer-first approach — values we believe are deeply aligned with Oh My Cream’s philosophy,” said Robert and Sophie Wills. “As we pass the baton, we’re proud of the community we’ve built and confident that our customers will continue to discover products they love in a thoughtfully curated, expert-led environment. We’re excited to see Naturisimo’s next chapter unfold as part of Oh My Cream’s journey.”
Naturisimo marks Oh My Cream’s second acquisition this year, following the integration of French natural supplements brand Atelier Nubio. Together with the 2023 acquisition of Combeau, it reinforces Oh My Cream’s appetite for strategic mergers and acquisitions as it continues to expand its owned brand portfolio and deepen its footprint in key European markets.