Chairman and CEO of EviDenS de Beauté. He is originally from the South of France and has built a career in the luxury fashion industry. As an entrepreneur, he has been involved in many businesses and founded “EviDenS de Beauté” in 2006.
Born in Tokyo and has lived in Paris for 20 years. She holds an MBA in Brand Management from INSTITUT FRANCAIS DE LA MODE. In 2010, she established Dessigne, a consulting company specializing in brand strategy, sales and communication, from Japan to the European market. In 2016, she started a conceptual project called “Bijo,” curating J-Beauty and lifestyle brands. She has clients in some 150 stores across 20 countries, from major department stores such as Harrods, Le Bon Marché, Ritz Paris, and Sephora.
“J-Beauty” has been gaining attention in the Western beauty industry. The beauty regimen that symbolizes Japanese beauty, derived from traditionally cultivated aesthetics, concepts and customs, has slowly become a part of the daily lives of people around the world. “J-Beauty report from Europe” introduces the J-Beauty brands which are gaining popularity in Europe while also digging into the ancient methods of Japanese beauty. The series is supervised by Keiko Suyama, who represents the brand Dessigne and has lived in Paris for over 20 years, consulting with Japanese beauty brands looking to expand into the European market. With Suyama, we explore various Japanese aesthetics and the driving forces behind the J-Beauty trend in Europe.
The eleventh installment is about the aging care cosmetics brand “EviDenS de Beauté”, founded by Charles-Edouard Barthes, husband of former Fuji TV announcer Eriko Nakamura. As the name suggests, it means “proof of perfect beauty”, they pursue reliable effects that help you achieve flawlessly beautiful skin that transcends age. Products that perfectly harmonize France’s advanced cosmetics development capabilities and luxury with Japan’s delicate and advanced technology are carried in luxury hotels and boutiques around the world. It all started with the goal of providing the best solution to the founder’s wife who suffers from sensitive skin. We asked him, who deeply sympathizes with Japanese spirituality, about the 17-year journey from its founding to the present.
“Going to Japan is a way to recharge my creative batteries and fuel my energy”
––First of all, please tell us about EviDenS de Beauté.
Charles-Edouard Barthes：The mission is – and has always been – to offer indisputable results and a sensorial journey for all women, even for the most sensitive skins. The initial goal was to propose a solution to my wife who was struggling to find the right products for her skin: she was buying every cream on the market, believing every single promise and being disappointed every time. As her husband, I had to offer a solution for the woman I chose for life! I also thought that if she was struggling with her sensitive skin, she would most probably share this with a multitude of women. This quest turned into Evidens de Beauté’s mission. Getting to express this mission with a double French & Japanese heritage and philosophy is what makes us unique.
––Can you tell us about the bestseller and signature products?
Charles-Edouard：The bestsellers are part of the original products, which is a great pride.The first one is a mask, our Special Mask. It is the perfect get-ready mask, as it lifts and refreshes your skin in only 15 minutes.The second is the Moisturizing Lotion, a pre-serum to be applied for all skins that will boost the results of the product you apply after.Last but not least, our famous Total Shield SPF 50 PA ++++, a barely-there veil of protection that can be used right before makeup.
––What feedback have you received from your customers?
Charles-Edouard：We love receiving feedback from our customers, as it confirms the choices we make every day. We have always considered our customers as our best ambassadors. We work with a « kaizen » philosophy to always improve on what we do, and I truly believe that women feel this dedication and appreciate it in our products. This is a unique relationship that we want to nurture.
––Despite the fact that each country has its own beauty ritual, why do you think J-Beauty captivates you?
Charles-Edouard：When I first stepped into Japan, I was fascinated by the beauty around me, the refinement. And then I met the most beautiful woman, my wife Eriko. J-Beauty for me will forever be relevant as Japan always strives for more sophistication and precision. It doesn’t care about trends, it only values quality. We strive for perfection through our sahos, and our ceremonies. This is J-Beauty at its finest.
––Besides beauty rituals, what element of Japanese culture inspires you?
Charles-Edouard：Japan is a never-ending source of inspiration for refinement. Be it for table ware, for clothing, for dining… It is the country where you can find a true exert for every single topic and a passionate one at that! Maybe I am not the most objective person, but going to Japan is a way for me to recharge my creative batteries and fuel my energy.
––In the end, please share with us your vision.
Charles-Edouard：My vision for EviDenS de Beauté is to excel in all its endeavors. We are lucky enough to have very promising projects, great partners that will fuel them, like Rosewood, Harrods, S’Young, and a solid team to make it all happen.
My ultimate goal is to make EviDenS de Beauté the #1brand in the world, as I believe its uniqueness can take it there.