Product innovation and expanded travel retail network deliver double-digit growth for Nuxe in 2024
With expanded global reach and a portfolio of innovative launches, the French skincare brand strengthened its position in the channel by expanding to 52 countries and 543 travel retail doors.
Nuxe has achieved double-digit growth in global travel retail sales for 2024. The milestone year was defined by impactful animations, innovative product launches and a deepened commitment to sustainable formulations and packaging.
According to Nuxe, its strengthened operator partnerships have consolidated its positioning in Europe and accelerated its growth across Asia Pacific.
The brand expanded its presence to 52 countries, increasing its duty-free doors from 480 to 543, including 470 airport locations, 15 downtown duty-free outlets, 40 airline listings and 16 cruise and ferry operators.
A year of innovation
Last year marked Nuxe’s entrance into the haircare category with the launch of Hair Prodigieux, a four-product range leveraging Nuxe’s expertise in botanical oils to offer a comprehensive routine for all hair types. The range entered the top ten haircare brands in the French domestic market.
Nuxe also expanded its anti-ageing portfolio with the introduction of Nuxuriance Ultra Alfa [3R] and the addition of Huile Prodigieuse Or Florale to its hero dry oil line.
Furthermore, the brand expanded the Super Serum [10] line by introducing new activations and larger bottle sizes. Now the brand’s top-selling face serum, Nuxe sold one bottle of Super Serum [10] every minute globally in 2024.
Travel retail exclusives (TREX) played a pivotal role in Nuxe’s growth strategy, the brand said. Its expanded TREX offer includes an inflight-exclusive Huile Prodigieuse Collector range featuring a Paris Skyline design and a 30ml duo pack of Super Serum [10].
The My Anti-Ageing Program gift set has been refreshed to include the Nuxuriance Ultra Range and new-look designs were introduced across product packs and pouches.
The Nuxe Huile Prodigieuse Duo is updated with a refreshed outer pack design as are the four Nuxe Travel pouches, with sustainable packaging materials composed of 26% linen and with 74% of the plastic elements being made from 100% recycled plastic. The duo now includes product description leaflet in recycled paper to replace the back of pack cardboard where this information was previously printed.
Additionally, two new products – the Mini Hair Shampoo (50ml) and Mini Sun Spray SPF 50 for Body – were added to the Nuxe’s Beauty to Go range, targeting impulse shoppers at critical store touchpoints.
Nuxe Head of Export & Travel Retail Elodie Brunner commented: “2024 was a year of exceptional success for us as we continue to use travel retail as a window to build our premium brand reputation by offering genuinely effective products of the highest quality.
“Products that deliver measurable, tangible performance along with sensorial pleasure, and that demonstrate our continued commitment to responsibly packaged products and to only creating product formulations using sustainably sourced natural ingredients,” she added.
Enhanced in-store visibility
Nuxe significantly upgraded its in-store presence with a major furniture refit and tactical activations at nine major European airports.
Highlights included a premium podium in Paris Charles de Gaulle Terminal 2E and a 9sq m pop-up in Paris Orly Terminal 3, Nuxe’s largest-ever travel retail installation.
Globally, Nuxe also executed activations in Sanya, Hainan and onboard Brittany Ferries, further expanding its presence in the channel.
An ongoing commitment to sustainability
Nuxe advanced its sustainability efforts by minimising cardboard and plastic use in its packaging for the Nuxuriance Ultra range.
It also ensured vegan compliance for key ranges, including Nuxuriance Ultra Huile Prodigieuse Florale and Hair Prodigieux.
Ingredients are verified through DNA traceability and authenticity certifications by DNA Gensee, reinforcing Nuxe’s commitment to ingredient safety and quality.
Huile Prodigieuse Florale features 96% naturally derived ingredients, including seven botanical oils; while Hair Prodigieux products adhere to Nuxe’s clean formulation charter and are free from silicones.
Brunner added: “Along with exceptional products, a key driver behind our business growth in travel retail has been our increased investment in our in-store presence with a record number of activations, more than half as many again as in 2023, including 17 Huile Prodigieuse animations and the installation of 40 podiums.
“We also conducted 40 GWP campaigns, a significant increase over the 25 we conducted in 2023; and deployed 2,200 Beauty Advisors in 90 locations, more than double the number in 2023.
“Great support from our retail partners, with whom we also engaged at key trade shows, has also been a key driver for us. This all combined to create a dynamic business momentum and strengthened partnerships, which we believe will help further accelerate our progress in 2025, when we will introduce more new products and deliver further great in-store activations.” 
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