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The success of L'OYÉ: from one product to a collection of 600 colours
Anyone who thinks you need deep pockets and big names to grow in the beauty industry has not yet encountered L'OYÉ.
Anyone who thinks that you can only grow in the beauty industry with deep pockets and big names hasn't yet met L'OYÉ. No investors, no abundance of retail partners, but a collection that is now approaching 600 shades. MASTERS spoke with founder Michelle Kolmsberg.
L'OYÉ is a Dutch cosmetics brand founded in 2016 by Michelle Kolmsberg. What started with a single product grew over the following years into a full range, built up without external investors. The brand now has two of its own stores and sales are conducted entirely through its own channels.
Since 2016, L'OYÉ has followed a path that is not necessarily the standard within the beauty industry. While many brands focus on rapid scaling with external financing, here they stuck to their own resources. Kolmsberg sold the first products herself, at trade fairs and markets. “That’s actually where it started,” she says. “I was there myself to explain and sell the product. That direct contact with customers has always remained important.”
That direct line to the customer is still reflected in the way the brand operates. Instead of investing heavily in retail, L'OYÉ chooses to sell through its own channels. There are now two physical stores, supplemented by online sales. “We consciously chose to keep it close to home,” says Kolmsberg. “That way, you stay in touch with what customers want and how they use products.”
That way, you stay in touch with what customers want and how they use products.
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At the same time, the brand is clearly looking ahead. In addition to further growth in e-commerce, there are also ambitions in the retail sector. “We still see many opportunities to expand further,” says Kolmsberg.
The sheer size of the range is also striking. While many brands simplify, L'OYÉ is going in the opposite direction. The eyeshadow collection alone now numbers nearly 600 colors. That sounds like a lot, but according to Kolmsberg, that is precisely where the appeal lies. “It works a bit like with Pokémon,” she says. “People want to collect them all.”
At the same time, the brand is moving along with broader market developments. Think of vegan formulas, cruelty-free production, and the avoidance of common allergens. In the higher segment of the beauty industry, these have now become basic requirements rather than distinguishing factors.
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