Against all expectations, the French’s favorite site is not Amazon, but a small beauty brand which advocates slowness and transparency.
This is the kind of ranking that you read twice to believe it. According to the latest Fevad barometer, the French’s favorite e-commerce site is not Amazon, but a Provençal SME specializing in essential oils and natural cosmetics. A surprise in the world of beauty and online shopping.
Express delivery, endless choice, unbeatable prices: Amazon ticks all the boxes of modern commerce. And yet, French Internet users preferred a slower, but more sincere, site. According to the study, the decisive criteria are no longer speed or price, but trust, quality of advice and value for money. Consumers now want meaning, expertise and an authentic experience.
You will have understood, it is Aroma-Zone, the French brand which has converted thousands of homes to home care. Its model is based on a simple idea: giving power back to consumers by teaching them to make their own products. Faced with the American juggernaut, Aroma-Zone focuses on transparency and education. Where Amazon sells, Aroma-Zone educates. Each vegetable oil or butter comes with technical sheets, DIY recipes and tutorials. A purchase becomes a lesson in natural beauty.
“This long-term strategy is indeed one of the causes of our success,” explains Sabrina Herlory Rouget, CEO of the brand, during the opening of the 29th store in the Opéra district, on October 3, 2025. The brand claims a 56% increase in its turnover in 2025, driven by its loyal community and its unbeatable prices. Example: its hyaluronic acid serum is priced at €5.95, compared to €20 to €30 with other brands. “We buy, manufacture and distribute directly. This allows us to offer the best product at the best price,” explains the manager.
A family business, Aroma-Zone boasts ethical and responsible production, a strong argument in a market where consumers want to understand what they are applying to their skin. But “homemade” has its limits. DIY recipes require rigorous hygiene: sterile utensils, precise dosages, well-used preservatives. A handling error can make a treatment ineffective or irritating, a risk that beginners fear. Another downside: frequent stock shortages. Some bestsellers, victims of their success, temporarily disappear from the shelves, frustrating loyal customers. This imbalance, due to semi-artisanal production, sometimes fuels the impatience of a demanding community.
Despite these limitations, Aroma-Zone is charting its course. Its message is clear: the future of beauty will no longer be about speed, but about trust, expertise and authenticity. And in this new era of “consuming better”, the Provençal brand is already king.
