As part of the MakeUp in Paris trade show, held at the Carrousel du Louvre on June 17 and 18, Luxus + organized a conference titled “The Art of Intentional Experience: when Beauty, Health, Well-being are merging.”
From high-tech packaging to fun new products and holistic beauty, MakeUp in Paris—the beauty trade show bringing together industry players from some thirty countries—showcased its solutions for the sector and its future.
It was in this context that Luxus + organized a conference on the art of intentional experience with beauty for the first day of the event.
Alongside Claire Domergue, editor-in-chief at Luxus +, Gaëlle Castex, training manager at Gemology, Valérie Leduc, physician and co-founder of Maison Épigénétique, and Marta Marcheva, executive director at Sup de Luxe Paris, explored the importance of the link between beauty and health, changing social norms, and the future of this market. In a world where mental health was declared a “major national cause” in 2025 by the government and reaffirmed as a policy priority in 2026.
Prioritizing health
For the four experts, it is clear that a collective shift in awareness is underway. While in France, health was previously viewed primarily as a means of providing immediate treatment, it is now becoming increasingly preventive, according to Dr. Valérie Leduc. “COVID has helped the French understand the importance of health, which has become a major issue.”
“The ultimate luxury is not being beautiful but being healthy—being at the peak of one’s performance for as long as possible.” (…) “Beauty is part of health; it helps us build self-esteem, and self-esteem helps generate positive energy,” she added.
This is a principle that cosmetics brands—including the major luxury names—should apply to their product lines, according to the speakers, especially since customers in this segment are “much more aware of their health capital,” stated Marta Marcheva.
Gemology, a specialist in mineral cosmetics, has, for example, made the trace elements naturally present in the body—which are essential for its functioning—the key ingredients in its products. “Today, people no longer come for a single treatment but for comprehensive care at these establishments,” explained Gaëlle Castex.
The main challenge ? Personalization
“Beauty is a balance between the body, health, and the environment.” “A personalized and sustainable journey to achieve this goal is what was missing from brands’ previous approach,” noted Marta Marcheva. One of the challenges for the luxury sector is therefore to build customer loyalty by providing long-term support through a comprehensive care journey, the executive emphasized.
“That’s why ‘you have to really know the patient’” in the beauty sector, added Valérie Leduc. In addition to this medical aspect, incorporating emotions into the experience is also essential, according to the four women, since today, “we’ve moved beyond the brand’s product alone,” as Marta Marcheva put it.
For example, a five-star hotel with a spa should no longer simply offer massages but tailor its services to the client’s specific health concerns.
While a doctor cannot practice within a commercial setting in France—which includes a hotel spa—the establishment can still benefit from a treatment protocol developed by a professional for the services it offers. In the cosmetics industry, too, “personalization is a given,” assured Gaëlle Castex. This industry must now “be much more transparent and not focus solely on meeting an immediate need,” but rather concentrate on longevity, concluded the training manager at Gemology.
Read more > Luxus+ x MakeUp in Paris : the conference on the art of intentional experience with beauty
Featured picture : © Luxus Plus
