{"id":22510,"date":"2024-11-08T14:09:49","date_gmt":"2024-11-08T19:09:49","guid":{"rendered":"https:\/\/evol.wp.vortexdev.com\/?p=22510"},"modified":"2024-11-08T14:14:09","modified_gmt":"2024-11-08T19:14:09","slug":"laseve-beauty-without-compromise","status":"publish","type":"post","link":"https:\/\/evol.wp.vortexdev.com\/en\/blog\/laseve-beauty-without-compromise\/","title":{"rendered":"Las\u00e8ve: Beauty without compromise"},"content":{"rendered":"

Sodium laureth sulfate, artificial silicone, paraben, phthalate, phenoxyethanol: these opaque terms, which don\u2019t inspire confidence, point to complex molecules that are in many brand-name shampoos. They may even be in the one you use daily.<\/em><\/p>

Given this, M\u00e9lissa Desrosiers and Lisemarie Chevalier decided to act. Frustrated with endless lists of ingredients and empty marketing promises, they founded Las\u00e8ve, a business that embodies their vision of beauty, pure and simple.<\/p>

Who are they?<\/h2>

Fast friends for over 25 years, Lisemarie and M\u00e9lissa complement each other beautifully in terms of their skills. Lisemarie, a talented designer and photographer, is the creator of the brand\u2019s gorgeous graphic signature. M\u00e9lissa has extensive experience in marketing luxury cosmetics, which is invaluable for the business\u2019s commercial development.<\/p>

The essence of Las\u00e8ve<\/h2>

Las\u00e8ve has made its mark for its exceptional quality hair products, made exclusively from natural ingredients.<\/p>

The two women were exasperated by shampoo and conditioners with endless lists of ingredients with names you can\u2019t pronounce. They were also convinced that caring for your hair shouldn\u2019t be complicated. And they were united in their vision of beauty without compromise.<\/p>

With her extensive knowledge of the cosmetics market, M\u00e9lissa also knew one thing: while there are powerhouse brands in cosmetics, the haircare market was relatively open. The two determined women charged in.<\/p>

They believe protecting the environment is non-negotiable. Their bottles and packaging are made 100% from recycled materials and are 100% recyclable. All products are manufactured and packaged in Qu\u00e9bec, and their products draw from Qu\u00e9bec\u2019s natural world. It\u2019s no surprise to see linden, chamomile, oak, rosemary, beet and lavender in their products\u2019 lists of ingredients.<\/p>

But their favourite ingredient is organic maple water. It was at Lisemarie\u2019s maple grove that they had the idea to switch out the honey often used in hair products with maple water, benefitting from the moisturizing and repairing properties of this Qu\u00e9bec gold.<\/p>

The product line is minimalist, and \u201cthat\u2019s by design,\u201d Lisemarie says. \u201cBig companies have many different products: for oily hair, dry hair, grey hair, and so on. But that\u2019s all just marketing. For us, it\u2019s simple: high-quality shampoo, conditioner, and a moisturizing gel, which work for the whole family, under all circumstances. That\u2019s sort of what being green is all about.\u201d<\/p>

<\/div>
\"A<\/figure><\/div>\n\n
\"A<\/figure><\/div><\/div>

A bumpy start<\/h2>

Shortly after quitting their jobs to start their own venture, Lisemarie and M\u00e9lissa hit a major hurdle: a global pandemic. This unforeseen event disrupted their promising start. They had to rethink their strategy and review their goals to adapt.<\/p>

Another difficulty cropped up: finding a lab that operated according to their values of sustainable development, with healthy, natural products. After several attempts, they finally found the rare gem: a partner who had specialized in natural products for 40 years. This partnership gave the business momentum.<\/p>

But still, Las\u00e8ve was struggling to lift off.<\/p>

\u201cWe were at a critical point,\u201d Lisemarie says. \u201cDespite our best efforts, the business wasn\u2019t really taking off. After thinking it through, we decided to move on. Our customers were the ones who told us not to give up: they needed our products!\u201d<\/h5>
<\/div>

\u201cThat got us back in gear,\u201d M\u00e9lissa says, \u201cand we decided to bet the house, to give it our all and to take our idea as far as we could. And it worked.\u201d<\/p>

Invigorated and energized, they did some careful thinking about Las\u00e8ve\u2019s DNA, products, market, and marketing.<\/p>

That\u2019s when they realized: they had always seen Las\u00e8ve as a retail brand, but they were actually in e-commerce.<\/p>

They decided to learn how it all worked. M\u00e9lissa and Lisemarie had a single goal: to become experts in e-commerce.<\/p>

And that\u2019s what they became. The proof: the first web ad campaign they managed themselves exceeded targets by 300% in just a few weeks. And sales exploded.<\/p>

<\/div>
\"A<\/figure><\/div>

A promising future<\/h2>

The next year will see many advances for these two entrepreneurs. These include moving to new facilities in Lac-Beauport, optimizing operational processes and web marketing campaigns, and securing the brand.<\/p>

The cherry on the sundae will be attending CosmoProf in Las Vegas in 2025, one of the world\u2019s largest cosmetics industry trade shows.<\/p>

Las\u00e8ve will also enter new markets: tomorrow Canada, and soon the U.S.<\/p>

When two talented, determined women give it their all, this is the result.<\/p>

<\/p>

\u2022 \u2022 \u2022 \u2022 \u2022 \u2022 \u2022 \u2022 \u2022 \u2022 \u2022<\/h4>
<\/div>

Thanks to the engagement of invaluable partners: \u00c9conomie Qu\u00e9bec, through its agent Investissement Qu\u00e9bec, the Government of Canada, National Bank, the Business Development Bank of Canada (BDC), the Fonds de solidarit\u00e9 FTQ, and Fondaction, Evol has a large envelope to support, through conventional loans, businesses with inclusive, diversified ownership that generate positive social and environmental impacts in line with the UN\u2019s sustainable development goals (SDG).<\/em><\/p>

\u2022 \u2022 \u2022 \u2022 \u2022 \u2022 \u2022 \u2022 \u2022 \u2022 \u2022<\/h4>
To find out more about Las\u00e8ve<\/h5>
laseve.ca<\/a><\/div><\/div>

<\/p>","protected":false},"excerpt":{"rendered":"

Sodium laureth sulfate, artificial silicone, paraben, phthalate, phenoxyethanol: these opaque terms, which don\u2019t inspire confidence, point to complex molecules that are in many brand-name shampoos. They may even be in the one you use daily. Given this, M\u00e9lissa Desrosiers and Lisemarie Chevalier decided to act. Frustrated with endless lists of ingredients and empty marketing promises, … Continued<\/a><\/p>\n","protected":false},"author":3,"featured_media":22230,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"15517,14650,7034,579,576,946","_relevanssi_noindex_reason":"","footnotes":""},"categories":[928],"tags":[1182,780,1308],"point-of-interest-category":[],"class_list":["post-22510","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entrepreneurs-profile","tag-capitale-nationale-2","tag-sustainable-development","tag-women"],"acf":[],"yoast_head":"\nLas\u00e8ve: Beauty without compromise - evol<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Las\u00e8ve: Beauty without compromise\" \/>\n<meta property=\"og:description\" content=\"Sodium laureth sulfate, artificial silicone, paraben, phthalate, phenoxyethanol: these opaque terms, which don\u2019t inspire confidence, point to complex molecules that are in many brand-name shampoos. 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