ALIZA JABÈS

• Destiny at work

The story starts in 1989, when Aliza Jabès, fresh from college (Sciences Po Paris, then an MBA at New York University) and with the help of her family, purchased the NUXE laboratory, which had been created in 1957 by a pharmacist with a passion for aromatherapy and phytotherapy.
“There was seductive strength in this blend of Nature and Luxury”. Indeed, NUXE was created from the contraction of the ‘N’ from the word ‘nature’ and  ‘UXE’ from the French word for luxury: ‘luxe’."
It was hardly surprising that the youngest daughter of a pharmacist would be interested in plants. “It was my father, a research pharmacist, who sparked my interest in science and plants. Little by little, the fabulous powers of plants began to fascinate me, even more than their beauty. Borage was one of the first, with its rustic appearance and its ability to produce an oil with abundant properties; it never ceased to amaze me”.
It was not surprising that Aliza took inspiration from this magic plant to create her first big success for NUXE, Huile Prodigieuse®.

“As a result of this initial amazement about the power of plants, I had the idea that would be the founding principle for NUXE: to reveal the prodigious nature of plants on the skin.”
Faced with major competition, Aliza Jabès invented her own codes and naturally created her own universe and products (face care, body care, make-up, etc.)
From her deeply ingrained belief that the power of plants is incalculable, the brand principles for NUXE were created: the unique blend of Nature, Performance & Sensuality. The three values are expressed in the NUXE tree logo (a prodigious tree), in numerous patents of plant extracts, and in the enchanting names and elegant visuals.

• A fighting spirit

In 1996, Aliza moved into the commercial development stage. She chose the emerging circuit of pharmacies and parapharmacies. With her usual courage, she plunged right in: “I expected the brand to take off quickly, so I outsourced manufacturing and logistics”. A team of ten sales people was then recruited. Her advice to them: do not be afraid to dare. They dared: in two years, sales tripled.
The “luxury” side of NUXE led Aliza toward other horizons and with energy, courage and conviction, she opened the first Spa NUXE in Paris, rue Montorgueil.
“I felt that women had a need for a welcoming place in which to enjoy luxury and relaxation; to recharge their batteries in a place of comfort and serenity”. 
This prestigious place quickly became a prodigious showcase to present to future international partners.
Between 2002 and 2009, she opened a dozen Spas, magical places where pleasure, technicity and chic naturality become one.

•  The adventure goes on

The personality and energy of Aliza Jabès have worked like a magnet, gradually attracting women and men to her team, motivated just like her by their passion for cosmetics, plants, research, pharmacy, and working with other countries...
This shared passion led NUXE to report sales of €72 million in 2008 and to post 24% growth compared to the previous year. NUXE products are on sale in 4500 pharmacies and parapharmacies in France, and distributed in 50 countries around the world.

With the great success of NUXE in natural cosmetology, the adventure in Plant Research goes on, with exploration in the field of ORGANIC products.
At the end of 2007, spurred on by Aliza Jabès, a new brand was unveiled: BIO-BEAUTÉ® by NUXE The 1st Organic brand certified Ecocert® - Cosmébio founded on Pulpy Cosmetology® or the use of delicious ORGANIC fruit active ingredients for beautiful, healthy skin.

• With NUXE and BIO-BEAUTÉ®, the NUXE GROUP was born...

“The challenge faced by the NUXE group is now to grow without losing its soul. Ambition, work, and scientific and commercial rigor are essential, but they are not the only elements. The real secret is to know how to implement the working methods used by major groups while maintaining 'small business' ethics...”

• Recognized talent

Many prizes have been awarded to the NUXE brand and its President.